Please use this identifier to cite or link to this item:
https://hdl.handle.net/2440/107449
Citations | ||
Scopus | Web of Science® | Altmetric |
---|---|---|
?
|
?
|
Full metadata record
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Wilkie, D. | - |
dc.contributor.author | Johnson, L. | - |
dc.contributor.author | White, L. | - |
dc.date.issued | 2012 | - |
dc.identifier.citation | Journal of Marketing Management, 2012; 28(7-8):957-973 | - |
dc.identifier.issn | 0267-257X | - |
dc.identifier.issn | 1472-1376 | - |
dc.identifier.uri | http://hdl.handle.net/2440/107449 | - |
dc.description.abstract | The objectives of this research are to investigate (1) if a later entrant can reduce an order of entry effect by positioning itself as a low-price brand; and (2) if the type of low-price brand impacts the effectiveness of this strategy. The impact of a low-price strategy on the order of entry effect has been modelled using three categories of over-the-counter medicines. The results indicate that, in a majority of categories and dependent on the type of low-price brand, a low-price strategy can reduce the market share penalty for being a later entrant. In addition, the results provide evidence that leveraging an existing store brand name does not provide a strategic advantage over establishing a new brand name. The implications for managers is that a low-price brand provides a motivating point of difference for consumers, which shifts brand preferences and market share away from the pioneer brand. | - |
dc.description.statementofresponsibility | Dean C.H. Wilkie, Lester W. Johnson, Lesley White | - |
dc.language.iso | en | - |
dc.publisher | Taylor & Francis | - |
dc.rights | © 2012 Westburn Publishers Ltd. | - |
dc.source.uri | http://dx.doi.org/10.1080/0267257x.2011.615150 | - |
dc.subject | Order of entry effect; low-price brands; OTC medicines | - |
dc.title | The impact of low-price brands on the order of entry advantage | - |
dc.type | Journal article | - |
dc.identifier.doi | 10.1080/0267257X.2011.615150 | - |
pubs.publication-status | Published | - |
dc.identifier.orcid | Wilkie, D. [0000-0001-5969-5669] | - |
Appears in Collections: | Aurora harvest 8 Business School publications |
Files in This Item:
There are no files associated with this item.
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.