Defensive Industrial Marketing Strategies

Abstract

This study provides a framework for industrial product managers to select defensive marketing strategies for products facing competitive attack. The proposed model is based on Hauser and Shugan's Defender model. It can be used by marketing decision makers to assess the impact of competitive attack on a firm's shares and contributions, as well as the effects of a range of possible defensive maneuvers. It therefore can serve as an effective model for planning response strategies. An actual (disguised) real-life application of the model to an industrial-product situation is presented and discussed.