Abstract

VERA MARTINEZ, Jorge  and  ITRIAGO MARRENO, Mariana. Determining Competitive Marketing Behavior: a Critical Review for Future Research Lines. Contad. Adm [online]. 2008, n.224, pp.89-110. ISSN 0186-1042.

This article reviews in a critical manner the empirical work presented by Ramaswamy, Gatignon and Reibstein (1994) on competitive marketing behavior in industrial markets. The original work analyzes the effect of structural market variables and product characteristics on two behavior types: retaliatory and cooperative. The purpose of revising the original variables and methodology is to propose new research lines through their modification and the inclusion of some additional variables. The changes forwarded are to modify the market concentration index and product differentiation degree, and to include a product category growth rate, an uncertainty measure and the response capacity of firms as new variables. The use of a competitive inequity index is also proposed. Additionally, we recommend to carry on studies in other segments and to analyze complex competitive behavior separately.

Keywords : competitive marketing behavior; retaliatory behavior; cooperative behavior; opportunistic behavior.

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