Assessing competitive edge: exposition and illustration of a diagnostic tool-Reference-Cited by-同舟云学术

Assessing competitive edge: exposition and illustration of a diagnostic tool

Published:1995-05-01 Issue:2 Volume:12 Page:47-59
ISSN:0736-3761
Container-title:Journal of Consumer Marketing
language:en
Short-container-title:

Author:

Yavas Ugur,Eroglu Dogan

Abstract

Describes a method to analyze competitive standing of a product, brand or made‐in label vis‐à‐vis its competitors. Presents the results of an illustrative case study and discusses their implications.

Publisher

Emerald

Subject

Marketing,Business and International Management

Reference14 articles.

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4. Chapman, R.G. (1993), “Brand performance comparatives”, Journal of Product & Brand Management, Vol. 2 No. 1, pp. 42‐50.

5. Crompton, J.L. and Duray, N.A. (1985), “An investigation of the relative efficacy of four alternative approaches to importance – performance analysis”, Journal of the Academy of Marketing Science, Fall, pp. 69‐80.

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