Managerial Perceptions of the Demand Curve: Evidence from a Multiproduct Firm

Examines executives′ perceptions of the demand curve in the context of a multiproduct firm. Cluster analysis is used to develop an empirically‐based demand curve typology and relate it to various descriptors of the market environment. Examines the theoretical and managerial implications of the derived typology and identifies future research avenues.

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Year of publication:	1993
Authors:	Diamantopoulos, A. ; Mathews, Brian P.
Published in:	European Journal of Marketing. - MCB UP Ltd, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 27.1993, 9, p. 5-18
Publisher:	MCB UP Ltd
Subject:	Demand management \| Executives \| Marketing theory

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/03090569310043160 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014723060