Subject Index
 

This article, by Peter Field, reviews what lessons can be learned from studying brand leaders. Its main arguments are that brand leaders can learn from their challengers in order to reinforce their pr ...

The design of successful marketing strategies requires knowledge of the competitive market structure as well as the competitive patterns that exist in the market. Only with this prior knowledge can we ...

This paper presents a case study of an Australian employer association, Australian Business Limited, that developed a leading-edge “insights” capability by bringing together into a single, integrated ...

Alexander Biel, president of his own California brand consultancy, argues that brands that fail to differentiate themselves in meaningful ways take on the characteristics of a commodity and will fade ...

Stephan Butscher and Balraj Kalsi (Simon-Kucher and Partners) discuss how large companies with strong brands can respond to cheap competition. They show that reducing the brand’s price, or doing noth ...

Over the last several decades, advertising effects on sales have been studied without appropriately taking into consideration competitors' advertising activities. As a result, advertisers often instin ...

Peter Cooper uses military metaphors to illustrate how marketing battles and wars can be won. He compares revolutionary warfare with new brand development and compares Mao's principles of revolution w ...

This is a summary of a piece in MIT Management Review and suggests that competitive advantage can exists for short or long periods and that companies in high-velocity markets need to think 'Velcro', t ...

In response to a potentially disastrous reduction in the size of the jeans market, Levi Strauss commissioned Added Value to deliver a new 'brand vision'. Changes in the market as a whole (a move from ...

This paper examines the ways in which firms use the internet and its contents to conduct competitive intelligence. Due to the increased access to competitive data and the elimination of geographic bou ...

Good marketing can cause companies to fail. Several large, famous American companies got caught out by 'no frills', newcomers providing disruptive technology and coming from unexpected directions. Com ...

As the tarditional pattern of competition between industries breaks down, competition is likely to emerge from anywhere and in unexpected forms. But few companies have integrated this into their strat ...

Argues that the traditional SWOT analysis is no longer adequate for today's fast-changing competitive landscape. A new method for appraising competition is needed. Factors making for change are: merge ...

A common theme across international markets is increasing brand competitiveness. The share wars between giant global brands, such as Coke and Pepsi, are well-publicised but, in all markets, researcher ...

The paper investigates the influence of national or sub-national culture and company size on inter-firm cooperation amongst cluster-based firms, with specific reference to the salmon-farming industry. ...

Emphasises the importance of appropriate strategic behaviours (customer- and competitor-orientation, etc) and suitable targeting (to innovators, early adopters, etc) in achieving superior performance. ...

Little research has been done on local service sectors despite their economic importance. The authors applied the empirical entry model to the video rental market. Additional entries of video stores w ...

Three experiments were undertaken to identify conditions under which a brand scandal spills over and negatively affects attitudes and beliefs about the product category and about competing brands. Str ...

Using a shared-brand-network model, the authors use three different but related methodologies (response latency, aided recall and simulated choice) across five experiments to examine ‘blurring’ diluti ...

Quality function development (QFD) is recognised as a suitable planning tool for translating customer needs into product specifications. The paper proposes a modified approach called ‘QFD strategy hou ...

The author outlines a conceptual model, known as the strategic corporate intelligence and transformational marketing model (SATELLITE). It provides a framework within which strategic marketing and cor ...

The paper explores the use of text mining technology to analyse competitors’ online promotional messages. The internet has simultaneously empowered individuals, and weakened the position of organisati ...

The authors develop a model of retail format choice for non-durable goods, and isolate the states under which patronising supermarkets, convenience stores, and food warehouses would be optimal. Optima ...

Prior research had suggested that competitive interference was undesirable given its negative effects on brand-attribute recall. The authors propose that competitive interference may be beneficial und ...

Suggests that marketing organisations must move away from their tradition approach of closed systems to an open system in which employees, customers, procedures, processes, et al, are viewed independe ...

The paper suggests that there is relatively little research exploring the dependency between marketing strategy at different levels (corporate, business and functional) within organisations. In respon ...

Though there is a body of theoretical work showing how to identify competitors the authors of this paper suggest that little is known of how managers make this identification in practice. They used a ...

The extremely short life cycle and the rapid decay in revenues after opening coupled with the rapid and frequent introduction of new competitive products make the timing of new product introductions i ...

Although pioneers outsell late movers in many markets, in some cases innovative late entry has produced some remarkably successful brands that outsell pioneers. The authors examine the mechanisms thr ...