Managerial Identification of Competitors
Despite extensive academic research on how to identify competitors objectively, marketers know relatively little about how managers identify competitors in practice. This paper brings together diffuse literature in this area and proposes a cognitive framework for managerial identification of competi...
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| Main Authors: | , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
1999
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/2309 https://search.ebscohost.com/login.aspx?direct=true&db=bsu&AN=2026304&site=ehost-live&scope=site |
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| Institution: | Singapore Management University |
| Language: | English |
| Summary: | Despite extensive academic research on how to identify competitors objectively, marketers know relatively little about how managers identify competitors in practice. This paper brings together diffuse literature in this area and proposes a cognitive framework for managerial identification of competitors. The results of 2 studies that examine the attributes managers use in deciding who their competitors are are reported. |
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