The competitive implications of relevant-set/response analysis
Hauser and Wernerfelt analyse choice from a relevant set of brands, noting that advertising can lead consumers to treat a brand as relevant and that price and other variables influence choice among the relevant brands. They examine how explicitly allowing for competitors' responses changes managerial recommendations on price and advertising, comparing cases where managers do and do not anticipate competitors' actions. Journal of Marketing Research 26(4), 1989; authors John R. Hauser and Birger Wernerfelt.
Hauser and Wernerfelt analyse choice from a relevant set of brands, noting that advertising can lead consumers to treat a brand as relevant and that price and other variables influence choice among the relevant brands. They examine how explicitly allowing for competitors' responses changes managerial recommendations on price and advertising, comparing cases where managers do and do not anticipate competitors' actions. Journal of Marketing Research 26(4), 1989; authors John R. Hauser and Birger Wernerfelt.
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Hauser, J. R., & Wernerfelt, B. (1989). The competitive implications of relevant-set/response analysis. Journal of Marketing Research, 26(4). doi:10.1177/002224378902600402 https://doi.org/10.1177/002224378902600402