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Toward a theory of competitive market signaling: A research agenda

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  • Oliver Heil
  • Thomas S. Robertson

Abstract

Competitive market signals are conceptualized as announcements or previews of potential actions intended to convey or to gain information from competitors. This paper develops a set of propositions based on research in economics, social psychology, and marketing on the risk/reward trade‐off in signaling, the receiver's signal interpretation, and the receiver's reaction alternatives. The overall objective is to develop a research agenda toward a theory of competitive market signaling.

Suggested Citation

  • Oliver Heil & Thomas S. Robertson, 1991. "Toward a theory of competitive market signaling: A research agenda," Strategic Management Journal, Wiley Blackwell, vol. 12(6), pages 403-418, September.
    • Handle: RePEc:bla:stratm:v:12:y:1991:i:6:p:403-418
    DOI: 10.1002/smj.4250120602
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    11. De Castro, Julio O. & Balkin, David B. & Shepherd, Dean A., 2008. "Can entrepreneurial firms benefit from product piracy?," Journal of Business Venturing, Elsevier, vol. 23(1), pages 75-90, January.
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    17. Reuber, A. Rebecca & Fischer, Eileen, 2007. "Don't rest on your laurels: Reputational change and young technology-based ventures," Journal of Business Venturing, Elsevier, vol. 22(3), pages 363-387, May.
    18. Flint, Daniel J. & Signori, Paola & Golicic, Susan L., 2018. "Corporate Identity Congruence: A meanings-based analysis," Journal of Business Research, Elsevier, vol. 86(C), pages 68-82.
    19. Koku, Paul Sergius & Qureshi, Anique A. & Akhigbe, Aigbe, 2001. "The effects of news on initial corporate lawsuits," Journal of Business Research, Elsevier, vol. 53(1), pages 49-55, July.
    20. Tong, Xun & Lai, Kee-hung & Lo, Chris K.Y. & Cheng, T.C.E., 2022. "Supply chain security certification and operational performance: The role of upstream complexity," International Journal of Production Economics, Elsevier, vol. 247(C).
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    22. Varshney, Mayank, 2023. "Learning-by-hiring: How do rival firms learn from focal firm's hiring," Research Policy, Elsevier, vol. 52(2).
    23. Edelman, Linda F. & Manolova, Tatiana S. & Brush, Candida G. & Chow, Clifton M., 2021. "Signal configurations: Exploring set-theoretic relationships in angel investing," Journal of Business Venturing, Elsevier, vol. 36(2).

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