Managers form simplified mental models to cope with market environment uncertainties and to process information. A critical decision is whether to enter a high-potential market early. Large innovation and development investments involved in this decision increase uncertainty. We examine the...

Game theory may be used to gain insight into interfirm competition and the marketing decision-making process. This paper is aimed at the reader unfamiliar or only vaguely familiar with game theory and begins with a review of game theory terminology useful to marketing applications. Attention...

Managers operate in a complex, uncertain environment and tend to form simplified models in order to cope with this environment and make competitive strategic decisions (i.e., cost-leadership, differentiation, or focus). In this study, we use an experimental design to examine the strategic choice...