Proceedings of 10th Global Business and Social Science Research Conference
23 -24 June 2014, Radisson Blu Hotel, Beijing, China , ISBN: 978-1-922069-55-9
Peter Yannopoulos
The purpose of this research is to explore how people perceive the importance of defensive marketing strategies before and after competitive entry into the market. In particular, we measure – through a simulation - how people of different nationalities would react, before and after competitor entry, using several defensive marketing strategies. A number of graduate students enrolled in an MBA program of a major
Canadian University participated in this simulation. Participants were asked to indicate the importance of various defensive marketing strategies in responding to before and after competitors entered their market. Participants were of different nationalities –
Canadian, Chinese, Indian, and other. MANOVA analysis was used to analyze differences in responses among the different groups of graduate students for before and after entry responses.
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Peter Yannopoulos, PhD, Goodman School of Business, Brock University, St. Catharines, Ontario,
Canada, L2S 3A1