S-Space College of Business Administration/Business School (경영대학/대학원) Institute of Management Research (경영연구소) 경영논집 경영논집 vol.37 (2003)
이등기업의 마케팅 전략 : Marketing Strategies for Challengers
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- Issue Date
- 서울대학교 경영대학 경영연구소
- 경영논집, Vol.37 No.2∙3, pp. 37-59
- Marketing Strategy ; Competitiue Reaction ; Leaders & Challengers
- The main purpose of the paper is to develop marketing strategies for challengers. Previous
research has focused on marketing strategies for market leaders. However, there is only one
market leader in an industry. All others are challengers.
The best marketing strategies for challengers are summarized in the concept of the
creative destruction proposed by Joseph Shumpeter. He did not believe the market
dominance sustainable for a long time (Shumpeter, 1934 & 1950). Challengers would not
allow the market leader to gain supernormal profit for a long time.
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