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When do firms invest in offensive and/or defensive marketing?

Author

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  • Bridges, Eileen
  • Freytag, Per V.

Abstract

Market conditions may lead firms to increase offensive marketing activities aimed at attracting new customers, and/or to enhance defensive relationship building intended to retain current customers. Characteristics of the marketing environment are examined, including firms' interest in technology adoption and perceived need to apply it to provide structure for the supply chain, product development, quality control, and social impact. Such indicators relate to the firm's perception of "competitive intensity" in the marketplace. Survey results from 196 manufacturing companies show that technology adoption propensity and competitive intensity are associated with greater investments in offensive marketing activities as well as customer and employee engagement.

Suggested Citation

  • Bridges, Eileen & Freytag, Per V., 2009. "When do firms invest in offensive and/or defensive marketing?," Journal of Business Research, Elsevier, vol. 62(7), pages 745-749, July.
    • Handle: RePEc:eee:jbrese:v:62:y:2009:i:7:p:745-749
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    References listed on IDEAS

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    Cited by:

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    2. Martín-Herrán, Guiomar & McQuitty, Shaun & Sigué, Simon Pierre, 2012. "Offensive versus defensive marketing: What is the optimal spending allocation?," International Journal of Research in Marketing, Elsevier, vol. 29(2), pages 210-219.
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    4. Reza Bandarian, 2020. "Explaining the competitive advantage in strategic research and technology management for research and technology organisations," International Journal of Business Continuity and Risk Management, Inderscience Enterprises Ltd, vol. 10(1), pages 23-46.

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