Do managers ovȩrreact to each others' promotional activity? Further empirical evidence

Brodie, Roderick, Bonfrer, Andre and Cutler, Justine (1996) Do managers ovȩrreact to each others' promotional activity? Further empirical evidence. International Journal of Research in Marketing, 13 4: 379-387. doi:10.1016/S0167-8116(96)00020-1


Author Brodie, Roderick
Bonfrer, Andre
Cutler, Justine
Title Do managers ovȩrreact to each others' promotional activity? Further empirical evidence
Journal name International Journal of Research in Marketing   Check publisher's open access policy
ISSN 0167-8116
Publication date 1996
Year available 1996
Sub-type Article (original research)
DOI 10.1016/S0167-8116(96)00020-1
Volume 13
Issue 4
Start page 379
End page 387
Total pages 9
Place of publication Amsterdam, The Netherlands
Publisher Elsevier
Language eng
Formatted abstract
This paper examines the generalisability of Leeflang and Wittink's findings that managers tend to under- and overreact to each others' promotional activity (Competitive reaction versus consumer response: Do managers overreact?, International Journal of Research in Marketing 13 (1996), 103–119). Weekly supermarket scanner data similar to that used by Leeflang and Wittink is used to test hypotheses about price and promotion reactions by manufacturers and retailers to competitors' actions. The replication study provides even stronger evidence that managers tend to under- or overreact and thus their behaviour deviates from the normative implications of economic theory.
Keyword Competitive reaction effect
Cross market share effect
Own market share effect
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collection: UQ Business School Publications
 
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Created: Thu, 24 Sep 2015, 14:05:35 EST by Karen Morgan on behalf of UQ Business School