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Toward a theory of competitive market signaling: A research agenda

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  • Oliver Heil
  • Thomas S. Robertson

Abstract

Competitive market signals are conceptualized as announcements or previews of potential actions intended to convey or to gain information from competitors. This paper develops a set of propositions based on research in economics, social psychology, and marketing on the risk/reward trade‐off in signaling, the receiver's signal interpretation, and the receiver's reaction alternatives. The overall objective is to develop a research agenda toward a theory of competitive market signaling.

Suggested Citation

  • Oliver Heil & Thomas S. Robertson, 1991. "Toward a theory of competitive market signaling: A research agenda," Strategic Management Journal, Wiley Blackwell, vol. 12(6), pages 403-418, September.
    • Handle: RePEc:bla:stratm:v:12:y:1991:i:6:p:403-418
    DOI: 10.1002/smj.4250120602
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    Cited by:

    1. Fu, Qiang & Gürtler, Oliver & Münster, Johannes, 2013. "Communication and commitment in contests," Journal of Economic Behavior & Organization, Elsevier, vol. 95(C), pages 1-19.
    2. Lim, Lewis K.S., 2013. "Mapping competitive prediction capability: Construct conceptualization and performance payoffs," Journal of Business Research, Elsevier, vol. 66(9), pages 1576-1586.
    3. Chang, Shao-Chi & Chen, Sheng-Syan & Lai, Jung-Ho, 2008. "The effect of alliance experience and intellectual capital on the value creation of international strategic alliances," Omega, Elsevier, vol. 36(2), pages 298-316, April.
    4. De Castro, Julio O. & Balkin, David B. & Shepherd, Dean A., 2008. "Can entrepreneurial firms benefit from product piracy?," Journal of Business Venturing, Elsevier, vol. 23(1), pages 75-90, January.
    5. Zhu, Fengxia & Zou, Shaoming & Xu, Hui, 2017. "Launching reverse-innovated product from emerging markets to MNC’s home market: A theoretical framework for MNC’s decisions," International Business Review, Elsevier, vol. 26(1), pages 156-163.
    6. Stevens, Charles E. & Makarius, Erin E. & Mukherjee, Debmalya, 2015. "It Takes Two to Tango: Signaling Behavioral Intent in Service Multinationals' Foreign Entry Strategies," Journal of International Management, Elsevier, vol. 21(3), pages 235-248.
    7. Reuber, A. Rebecca & Fischer, Eileen, 2007. "Don't rest on your laurels: Reputational change and young technology-based ventures," Journal of Business Venturing, Elsevier, vol. 22(3), pages 363-387, May.
    8. Koku, Paul Sergius & Qureshi, Anique A. & Akhigbe, Aigbe, 2001. "The effects of news on initial corporate lawsuits," Journal of Business Research, Elsevier, vol. 53(1), pages 49-55, July.
    9. Edelman, Linda F. & Manolova, Tatiana S. & Brush, Candida G. & Chow, Clifton M., 2021. "Signal configurations: Exploring set-theoretic relationships in angel investing," Journal of Business Venturing, Elsevier, vol. 36(2).
    10. Wang, Lanfang & Wang, Susheng, 2021. "Unusual investor behavior under tacit and endogenous market signals," International Review of Economics & Finance, Elsevier, vol. 73(C), pages 76-97.
    11. Liao, Shuling & Cheng, Colin C.J., 2014. "Brand equity and the exacerbating factors of product innovation failure evaluations: A communication effect perspective," Journal of Business Research, Elsevier, vol. 67(1), pages 2919-2925.
    12. Schatzel, Kim & Droge, Cornelia & Calantone, Roger, 2003. "Strategic channel activity preannouncements: An exploratory investigation of antecedent effects," Journal of Business Research, Elsevier, vol. 56(12), pages 923-933, December.
    13. Varshney, Mayank, 2023. "Learning-by-hiring: How do rival firms learn from focal firm's hiring," Research Policy, Elsevier, vol. 52(2).
    14. Aghaie, Sina & Javadinia, Amir & Mirahmad, Hooman & Janani, Saeed, 2022. "How incumbents’ response strategy impacts rivals’ market exit timing?," Journal of Business Research, Elsevier, vol. 146(C), pages 251-263.
    15. Tran, Thi Thanh Huong & Robinson, Kate & Paparoidamis, Nicholas G., 2022. "Sharing with perfect strangers: The effects of self-disclosure on consumers’ trust, risk perception, and behavioral intention in the sharing economy," Journal of Business Research, Elsevier, vol. 144(C), pages 1-16.
    16. Rindfleisch, Aric, 1996. "Marketing as warfare: Reassessing a dominant metaphor," Business Horizons, Elsevier, vol. 39(5), pages 3-10.
    17. Mishra, Rajat & Rasheed, Abdul A. & Yasar, Mahmut & Napier, Randy & Nakkas, Alper, 2021. "Inventory positions in US manufacturing: A competitive dynamics approach," International Journal of Production Economics, Elsevier, vol. 238(C).
    18. Tong, Xun & Lai, Kee-hung & Lo, Chris K.Y. & Cheng, T.C.E., 2022. "Supply chain security certification and operational performance: The role of upstream complexity," International Journal of Production Economics, Elsevier, vol. 247(C).
    19. Xu, Xun & Zeng, Shuo & He, Yuanjie, 2021. "The impact of information disclosure on consumer purchase behavior on sharing economy platform Airbnb," International Journal of Production Economics, Elsevier, vol. 231(C).
    20. Gemson, Josephine, 2021. "Private company acquisitions in the market for corporate control: A comparison between private equity and corporate acquirers," The Quarterly Review of Economics and Finance, Elsevier, vol. 81(C), pages 342-357.
    21. Elisabeth Duetschke & Sabine Boerner, 2009. "Flexible Employment as a Unidirectional Career? Results from Field Experiments," management revue - Socio-Economic Studies, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 20(1), pages 15-33.
    22. Brower, Jacob & Kashmiri, Saim & Mahajan, Vijay, 2017. "Signaling virtue: Does firm corporate social performance trajectory moderate the social performance–financial performance relationship?," Journal of Business Research, Elsevier, vol. 81(C), pages 86-95.
    23. Flint, Daniel J. & Signori, Paola & Golicic, Susan L., 2018. "Corporate Identity Congruence: A meanings-based analysis," Journal of Business Research, Elsevier, vol. 86(C), pages 68-82.

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