عنوان انگلیسی مقاله:

Competition among vortex firms: Marketing, R&D or pricing strategy

ترجمه عنوان مقاله: رقابت گرداب شرکت ها: بازاریابی، تحقیق و توسعه و یا استراتژی قیمت گذاری

رشته: بازاریابی

سال انتشار: 2017

تعداد صفحات مقاله انگلیسی: 18 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

The mathematical model determines how firms can leverage their advantages to increase their market share. Represented as vortex, firms increase their market scope using: marketing expenses strategy, R&D expenditure strategy or price reduction strategy. For an overpriced good, the R&D strategy is required if sector marketing velocity growth is low otherwise the pricing strategy is suited. Conversely, for an underpriced good, the R&D strategy is used when sector marketing velocity growth is high, but when it is low, the pricing strategy is followed. Distance between firms, competitor marketing velocity and related services share contribute or limit these strategies.

Keywords: Market share, Marketing, Technology, Pricing, Duopoly, Network effects

مقدمه مقاله

Firms may determine the best position for their products to better compete. However, this positioning depends first on product characteristics and second on perceptual attributes by consumers. Indeed, in product positioning and design, product characteristics affect perceptual attributes (Kaul & Rao, 1995). “Product attributes are abstract dimensions that characterize the perceptions that consumers have on a product” (Hadjinicola & Charalambous, 2013, p. 432) also referred as “wants satisfiers” (Shocker & Srinivasan, 1974). The price has also an impact on the perception of the attributes (Hauser & Simmie, 1981).

In product design, they analyze marketing and engineering functions by distinguishing horizontal attributes from vertical attributes. Consumer “taste” like color and shape are considered as horizontal attributes while product performance or “quality” is reflected in the vertical attributes (Lacourbe, Loch, & Kavadias, 2009). So, product characteristics reflect product technological aspects while marketing transforms these product characteristics into product attributes to influence consumer decision (Kaul & Rao, 1995). Indeed, they proposed to link marketing to R & D for successful innovations and products (Cordon-Pozo, Garcia- Morales, & Aragon-Correa, 2006; Fain, Schoormans, & Duhovnik, 2011).

It is important to be able to represent the good through its marketing, technological and price characteristics, in order to be able to determine when the marketing expenses strategy is efficient, when the R & D expenditure strategy is efficient or when the price reduction is efficient.

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