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Influencia En Las Reacciones Competitivas De Las Características De La Acción Y Del Liderazgo De La Empresa /

  • Otero Neira, M.C.

    ()

    (Universidad de Vigo (España))

  • Varela Neira, M.C.

    ()

    (Universidad de Santiago de Compostela (España))

Registered author(s):

    La dinámica de la estrategia competitiva se refleja en las acciones y reacciones específicas de las empresas. A diario podemos ver como las acciones desarrolladas por una organización para el logro de sus objetivos, son contrarrestadas por reacciones de sus rivales. Con esta interdependencia, la efectividad de una estrategia no puede valorarse sin evaluar las respuestas del resto de empresas del sector. La corriente de investigación centrada la dinámica de las acciones-reacciones plantea que el número de empresas rivales que responderá a un ataque competitivo está influido por las propias características de la acción, así como del liderazgo de la empresa iniciadora. El modelo “acción-reacción” permite justificar teóricamente un conjunto de hipótesis que, posteriormente, se contrasta empíricamente, mediante técnicas de análisis multivariante, con datos proporcionados por directores comerciales y de marketing de empresas españolas. / The dynamic of a competitive strategy is reflected in the actions and reactions of rival companies within the marketplace. Daily we can see how the actions taken by a company in order to achieve its goals are counter reacted by its rivals. Given this relationship, the effectiveness of a strategy can not be analyzed without considering the responses, or reactions, of other companies in the industry. The line of research based on the action-reaction dynamics implies that the probability that rival companies respond to a competitive attack is influenced by the characteristics of: the action itself as well as those of the initiating company. The “action-reaction” model allows us justify theoretically a series of hypothesis which link the characteristics of a competitive action with the number of companies responding to such action. Afterwards, we will empirically check this hypothesis -using multivariate analysis- with data obtained from the responses of a survey mailed to the Marketing managers of Spanish Companies.

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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): 14 (2008)
    Issue (Month): 1 ()
    Pages: 35-50

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    Handle: RePEc:idi:jiedee:v:14:y:2008:i:1:p:35-50
    Contact details of provider: Postal: Investigaciones Europeas de Dirección y Economía de la Empresa, Facultad de Ciencias Económicas y Empresariales, Universidad de Vigo, Lagoas - Marcosende s/n, E-36310, Vigo, Pontevedra, España
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    Web page: http://www.aedem-virtual.com/es/journal/iedee

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