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이등기업의 마케팅 전략
Marketing Strategies for Challengers

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Authors
김병도
Issue Date
2003-09
Publisher
서울대학교 경영대학 경영연구소
Citation
경영논집, Vol.37 No.2∙3, pp. 37-59
Keywords
Marketing StrategyCompetitiue ReactionLeaders & Challengers
Abstract
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.
ISSN
1229-0491
Language
Korean
URI
https://hdl.handle.net/10371/43362
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College of Business Administration/Business School (경영대학/대학원)Institute of Management Research (경영연구소)경영논집경영논집 vol.37 (2003)
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