In this article, the authors focus on the defense strategies that firms pursue when threatened by rival new products in their markets. They investigate retaliation as a multidimensional construct. The integrative framework combines the analysis of the marketing instrument used to react and the...

This study presents a conceptual replication of the effect of partitioned prices on consumer responses in a subscription service setting. Contrasting Morwitz/Greenleaf/Johnson’s (1998) seminal article, the results of an online experiment reveal that consumers are more likely to buy a...