...Gaki Wangmo; Rico Piehler; Chris Baumann Purpose Brand competitiveness as a brand’s outperformance of competing brands is receiving growing attention in the literature. This study aims to provide a theoretical underpinning for the construct’s relevance, introduce customer-based brand...

... engagement behavior in the presence of competition. Design/methodology/approach This study used a web-scraped data set of Instagram influencers. It measured community strategy using influencers’ number of followers, number of following and breadth of interest; content strategy using modality type...

...Margaret Faulkner; Oanh Truong; Jenni Romaniuk Purpose – The purpose of this research is to analyze brand competition in China using the Duplication of Purchase (DoP) law, with important implications for understanding Chinese buyer behavior in comparison with Western buyers. Discovered...

... and the marketing mix, and patent control. © MCB UP Limited 1994 Competition Design Innovation Marketing mix New product development Patents Product management Strategic planning USA Developing a novel product that is desirable in the marketplace is only half the battle of innovation...

...Lawrence C. Rhyne The 1992 America′s Cup featured 12 competitors from ten countries sailing high technology boats at an early stage of development. The contest provides a dynamic model of patterns of international high technology competition. Utilizes the America′s Cup campaign as a case study...

...Christopher Pass; Brian Sturgess; Nicholas Wilson The controversy as to whether or not advertising impairs the efficient functioning of markets because it acts as a “barrier” to new firms wishing to enter a market has once again attracted the interest of the UK competition authorities. Looks...

...Charles R. Duke Standard approaches to price decisions are normally illustrated as step‐by‐step developments that try to group pricing issues loosely into some format. These current approaches do not emphasize the interaction of consumer characteristics with the competitive environment of each...

... and, in reality, turns its competitive brand strategy into a pricing strategy. When Procter & Gamble announces it is taking on an everyday low pricing price strategy, the reactions from Lever Brothers, Kimberly Clark and others can be one of three things: push their own brands′value, follow suit and lower...