Purpose – The purpose of this paper is to investigate the pricing strategies of me‐too brands. Design/methodology/approach – This research estimates an empirical model using a panel data of 20 consumer packaged goods sub‐categories. Findings – Me‐too brands face pricing constraints...

Survival determinants can influence important strategic decisions. Analysis of longitudinal data on 418 online retailers in fourteen Bizrate product categories yields insights into key survival determinants. Survival tends to be easier for introductory versus growth stage entrants. Survival,...

This empirical study estimates the impact of several product innovation attributes on initial market share. We find that the product's advantage relative to competing products has the strongest market share impact. Incompatibility with customers' existing way of doing things does not have a...

Research has established that for surviving brands, market pioneers have a higher average market share than later entrants. By moving first, market pioneers often develop sustainable market share advantages. Longer leadtime, which is the time between entries, should increase these pioneer...

An economic theory of habit formation through consumption learning is developed to explain order differences in relative sales promotion expenditures among brands. The theory applies to consumer brands in equilibrium markets, where consumer information from sources other than advertising, sales...

Initial product, distribution, marketing expenditure, and price reactions by incumbents are examined for 115 entrants into oligopolistic markets. The most common reaction pattern is either no reaction or only a single reaction. It is very unusual for entrants to face reactions across the entire...

The PIMS (Profit Impact of Marketing Strategies) data entail sparse time-series observations for a large number of strategic business units (SBUs), In order to estimate disaggregate marketing mix elasticities of demand, a natural solution is to pool different SBUs. The traditional, a priori...

Three established and four emerging empirical generalizations are identified below. The first established generalization is that there is a negative relationship between order of market entry and market share. Second, for consumer packaged goods and prescription anti-ulcer drugs, the entrant's...

Author's reply to commentaries (Frey, J. B. 1988. Commentary on “Marketing mix reactions to entry.” 386–387, Gaskin, S. P. 1988. Commentary on “Marketing mix reactions to entry.” 388–389, and Mehrotra, S. 1988. Commentary on “Marketing mix reactions to entry.” 390.) on his paper...