Competitor Orientation: Effects of Objectives and Information on Managerial Decisions and Profitability

J. Scott Armstrong, University of Pennsylvania
Fred Collopy, Case Western Reserve University

Article comments

Postprint version. Published in Journal of Marketing Research, Volume 33, Issue 2, May 1996, pages 188-199.
Publisher URL: http://www.ama.org/pubs/jmr/index.html

Abstract

We examine how competitor-oriented objectives and the availability of competitor oriented information can affect managerial decisions and the profitability of firms. Using a variety of evidence collected over nine years, we compare the long-term profitability of competitor-oriented and self-oriented objectives.