Electronic Resource
Bingley
:
Emerald
The @journal of product & brand management
9 (2000), S. 276-297
ISSN:
1061-0421
Source:
Emerald Fulltext Archive Database 1994-2005
Topics:
Economics
Notes:
The nature of competition between different tiers (e.g. high-tier vs low-tier brands) has become an important research domain for academic researchers and marketing managers. Although research on inter-tier competition is growing at an increasing rate, there has not been a comprehensive attempt to summarize the research in this stream. The objective of this article is to synthesize the research on inter-tier competition, extract the key findings, discuss managerial implications, and offer future research directions.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1108/10610420010347083
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