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Suceso Competitivo: Análisis Desde Una Perspectiva Directa De Interacción /

  • Otero Neira, M.C.

    ()

    (Universidad de Vigo (España))

Registered author(s):

    Cómo una empresa actúa y responde en la contienda competitiva diaria ha sido un fenómeno ampliamente ignorado por los investigadores en marketing estratégico. El objetivo de este trabajo es indagar en la relación entre estos dos elementos del suceso competitivo: acción y respuesta. En particular, se plantea que las diferentes acciones que se llevan a cabo en el mercado pueden ayudarnos a predecir el número de empresas que reaccionarán así como la velocidad, intensidad y el tipo de respuesta que se desarrolla. Esta teoría puede orientar a los directivos en el diseño de acciones que le permitan mejorar su ventaja competitiva y por ende, su rentabilidad. Dado que el número de acciones es muy variado, para una mejor comprensión de esta interacción resulta de interés descomponer la acción según su carácter estratégico o táctico. / The way a company diary acts and responds in the market has been amply ignored in strategic marketing literature. The goal of this work is to deep on the relationship of these two elements of the competitive event: action and reaction. Particularly, we consider that the different actions taken in the market can help us to predict the number of reactions that they create as well as the speed, intensity and type of such response. This theory helps managers of industrial firms to create actions to improve their competitive advantage and ultimately, their performance. Given the great number of possible actions that can be taken and for a better understanding of this interaction, .it is interesting to classify the action regarding to its strategic or tactic magnitude

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    Article provided by Academia Europea de Dirección y Economía de la Empresa (AEDEM) in its journal Investigaciones Europeas de Dirección y Economía de la Empresa.

    Volume (Year): 11 (2005)
    Issue (Month): 3 ()
    Pages: 51-65

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    Handle: RePEc:idi:jiedee:v:11:y:2005:i:3:p:51-65
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