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| Remarks on the Behavioristic Analysis of Competitive Reactions |
One particularly predominant current challenge to quantitative management science is the modeling and analysis of competitive actions and reactions.
Approaches following the stimulus response paradigm are able to take into account
the limited access to a company?s internal decision making processes.
In the present paper the most significant characteristics of a behavioristic analysis of competitive reactions are described. Furthermore, a stochastic model of
competitive reactions by the simultaneous use of several marketing instruments is
proposed. The empirical evidence of the model will be demonstrated with POS
scanner data on frequently purchased consumer goods. |
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| Autor |
Prof. Dr. Ralf Wagner
R. Decker |
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| Artikel | | Fachbereich | | Fachrichtung | | 1999 | | Betriebswirtschaftslehre | | Marketing/Absatz |
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| Schlagwörter |
| competitive reaction, competitive strategy, Marketing mix, Stochastic model |
