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Keywords: Market exit
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Journal Articles
Incumbent defense strategies and new entrants market exit: the moderating role of relational market-based assets
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2022) 56 (5): 1556–1583.
Published: 13 May 2022
... Contrary to intuitive expectation, the results show that cutting prices in response to entry reduces NEs’ likelihood of market exit. However, when incumbents possess strong RMBAs, using a price cut proves to be effective in pushing NEs out of a market. Moreover, an NEs’ exit likelihood is higher when...
