Managerial Perceptions of the Demand Curve: Evidence from a Multiproduct Firm Available to Purchase

Examines executives′ perceptions of the demand curve in the context of a multiproduct firm. Cluster analysis is used to develop an empirically‐based demand curve typology and relate it to various descriptors of the market environment. Examines the theoretical and managerial implications of the derived typology and identifies future research avenues.