Strategic Nonresponse: The Mediating Role of Buyer Engagement

Jin-Su Kang*, Stephen Downing, Gideon Markman


研究成果: Paper同行評審


Competitive dynamics research explains why and how rivals attack each other, but it only implicitly captures how buyer engagement influences attacker-target relations. This potential oversimplification of the buyer’s influence is further exacerbated by another problem: An overwhelming majority of targets do not react to attacks against them (Chen & MacMillan, 1992). Introducing a demand-side approach to competitive dynamics, this conceptual study evinces that buyer engagement subsequent to an attack and the nonresponse decision of targets are quite interrelated; when attacks resonate with and harness strong buyer engagement, targets retaliate; when attacks leave buyers unaffected, targets remain unmoved. Our analytical simulations indicate that buyer engagement plays a consequential role in attacker-target relations, resulting in conditions for nonresponse that may be asymmetrical to those motivating response.
原文American English
出版狀態Published - 2019
事件Strategic Management Society 39th Annual Conference - Minneapolis, Minneapolis, United States
持續時間: 19 10月 201922 10月 2019


ConferenceStrategic Management Society 39th Annual Conference
國家/地區United States


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