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Keywords: Resource allocation
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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
... mix effectiveness and resource allocation by empirically examining the consequences of two common marketing deterrence strategies, i.e. price-cut and quality improvement, and exploring how the effectiveness of those deterrence strategies is contingent upon incumbents’ available R&Cs. Second, our...
