Defensive Industrial Marketing Strategies

Industrial Marketing Management, Vol. 19, No. 4, pp. 267-278, August 1990

Posted: 20 Apr 2006

Abstract

This study provides a framework for industrial product managers to select defensive marketing strategies for products facing competitive attack. The proposed model is based on Hauser and Shugan's Defender model. It can be used by marketing decision makers to assess the impact of competitive attack on a firm's shares and contributions, as well as the effects of a range of possible defensive maneuvers. It therefore can serve as an effective model for planning response strategies. An actual (disguised) real-life application of the model to an industrial-product situation is presented and discussed.

Suggested Citation

Calantone, Roger and Di Benedetto, Anthony, Defensive Industrial Marketing Strategies. Industrial Marketing Management, Vol. 19, No. 4, pp. 267-278, August 1990. Available at SSRN: https://ssrn.com/abstract=897204

Roger Calantone

Michigan State University ( email )

Agriculture Hall
East Lansing, MI 48824-1122
United States

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