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Keywords: Marketing deterrence strategies
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Journal Articles
Incumbents’ marketing deterrence strategies and potential entrants’ time-to-entry: evidence from the US airline industry
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Journal:
European Journal of Marketing
European Journal of Marketing (2024) 58 (10): 2265–2287.
Published: 16 October 2024
...Sina Aghaie; Omid Kamran-Disfani; Milad Darani; Mohammad Mike Saljoughian Purpose The purpose of this study is to investigate how incumbent firms’ marketing deterrence strategies, price-cuts and quality improvement, influence potential entrants’ (PEs) entry timing into incumbents’ markets...
