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Product and Marketing Actions in a Competitive Scenario

Author

Listed:
  • Marco Giarratana

    (Dept. of Management and Technology, Bocconi University)

  • Alessandra Perri

    (Dept. of Management, Università Ca' Foscari Venice)

Abstract

We analyze product and marketing actions and their consequences on firm competitive outcomes. These actions are investigates in relative terms compared to a firmÕs direct competitors. Our results shed new light on how a firmÕs choices regarding product portfolio and marketing postures affect its performance, while accounting for competitive conditions in the external environment. The theory is tested using data from the US apparel industry.

Suggested Citation

  • Marco Giarratana & Alessandra Perri, 2014. "Product and Marketing Actions in a Competitive Scenario," Working Papers 30, Venice School of Management - Department of Management, Università Ca' Foscari Venezia.
    • Handle: RePEc:vnm:wpdman:101
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    References listed on IDEAS

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    More about this item

    Keywords

    Product and Marketing Strategic actions; Competitive Interaction; Performance.;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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