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Competitive Strategies for New Product Marketing Over the Life Cycle

Author

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  • Philip Kotler

    (Northwestern University)

Abstract

This paper deals with the problem of formulating a long-run competitive marketing strategy for a new product introduced into a market with classic growth, seasonal, and merchandising characteristics. The paper is divided into four parts. The first part describes the market model as well as the accounting model used by the firm to compute its profits. The second part discusses nine conceptually different classes of marketing strategies. The third part reports the results of a duopoly confrontation involving various pairs of competitive strategies. The last part suggests additional variations in the market model and in the strategies which would increase the significance of the findings.

Suggested Citation

  • Philip Kotler, 1965. "Competitive Strategies for New Product Marketing Over the Life Cycle," Management Science, INFORMS, vol. 12(4), pages 104-119, December.
    • Handle: RePEc:inm:ormnsc:v:12:y:1965:i:4:p:b104-b119
    DOI: 10.1287/mnsc.12.4.B104
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    Cited by:

    1. Richards, Timothy J. & Patterson, Paul M., 2000. "New Varieties And The Returns To Commodity Promotion: The Case Of Fuji Apples," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 29(1), pages 1-14, April.
    2. Juram Kim & Changyong Lee, 2017. "Stochastic service life cycle analysis using customer reviews," The Service Industries Journal, Taylor & Francis Journals, vol. 37(5-6), pages 296-316, April.
    3. Cambra-Fierro, Jesús & Polo-Redondo, Yolanda & Trifu, Andreea, 2021. "Short-term and long-term effects of touchpoints on customer perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    4. Richards, Timothy J. & Patterson, Paul M., 1998. "New Varieties and the Returns to Commodity Promotion: Washington Fuji Apples," Working Papers 28541, Arizona State University, Morrison School of Agribusiness and Resource Management.
    5. Ana-Irina Nicolau & Adina Musetescu & Oana Mionel, 2014. "Stages in the Evolution of Marketing as a Discipline," Knowledge Horizons - Economics, Faculty of Finance, Banking and Accountancy Bucharest,"Dimitrie Cantemir" Christian University Bucharest, vol. 6(2), pages 166-169, June.
    6. Suman Basuroy & Dung Nguyen, 1998. "Multinomial Logit Market Share Models: Equilibrium Characteristics and Strategic Implications," Management Science, INFORMS, vol. 44(10), pages 1396-1408, October.
    7. Schuur, Peter & Badur, Bertan & Sencer, Asli, 2021. "An explicit Nash equilibrium for a market share attraction game," Operations Research Perspectives, Elsevier, vol. 8(C).
    8. Marusia Ivanova, 2007. "Genesis and Evolution of Market Share Predictive Models," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 2, pages 117-148.
    9. Awi Federgruen & Nan Yang, 2009. "Competition Under Generalized Attraction Models: Applications to Quality Competition Under Yield Uncertainty," Management Science, INFORMS, vol. 55(12), pages 2028-2043, December.
    10. Mesak, Hani I. & Ellis, T. Selwyn, 2009. "On the superiority of pulsing under a concave advertising market potential function," European Journal of Operational Research, Elsevier, vol. 194(2), pages 608-627, April.
    11. Siano, Alfonso & Vollero, Agostino & Bertolini, Alessandra, 2022. "From brand control to brand co-creation: An integrated framework of brand paradigms and emerging brand perspectives," Journal of Business Research, Elsevier, vol. 152(C), pages 372-386.

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