Defensive industrial marketing strategies

Article 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 the 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. (Reprinted by permission of the publisher.)

Research, Methods, Competition (Economics), Marketing, Strategic planning (Business)

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Overcoming basic problems between manufacturers and distributors

Article Abstract:

Manufacturers selling to industrial and commercial markets rely heavily on distributors for many diverse marketing functions and marketing support functions. These relationships evolve over time to cover many different complex situations and issues. This article examines the critical factors that differentiate the highly successful suppliers that grab the largest share of an industrial distributor's business and summarizes the route to success. (Reprinted by permission of the publisher.)

Analysis, Management, Manufacturing industry, Manufacturing industries, Products, Business-to-business market, Business to business market, Distribution, Distributors (Commerce)

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