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Keywords: Relational market-based assets
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Journal Articles
Incumbent defense strategies and new entrants market exit: the moderating role of relational market-based assets
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Journal:
European Journal of Marketing
European Journal of Marketing (2022) 56 (5): 1556–1583.
Published: 13 May 2022
... the moderating role of incumbents’ relational market-based assets (RMBAs). Design/methodology/approach Drawing upon real options theory, an empirical study using logistic regression is conducted on a rich, multi-market data set of NE exits between 1997 and 2019 in the U.S. airline industry. Findings...
