Online citations, reference lists, and bibliographies.
Please confirm you are human
(Sign Up for free to never see this)
← Back to Search

Competitive Position Effects And Market Share: An Exploratory Investigation

P. Varadarajan, W. R. Dillon
Published 1981 · Economics

Save to my Library
Download PDF
Analyze on Scholarcy
Share
Abstract This paper investigates the relative competitive position of a firm with a view toward determining those marketing effort dimensions that significantly influence market share. The study differs from previously published reports in that it utilizes the Profit Impact of Marketing Strategy (PIMS) data base on relative marketing effort to identify key marketing effort variables for two broad classes of goods: consumer nondurables and capital goods. The framework for a competitive positive effects model is developed in terms of nine relative marketing effort dimensions expressed along categories roughly corresponding to competitive superiority, parity, or inferiority. Hypotheses for the two classes of goods, gleaned from the available marketing literature, were empirically tested with use of linear regression models. Though the sets of coefficients relating to the nine marketing decision variables significantly differed ac across industries, similar patterns were found in both groups with respect to the relative breadth of product line and relative product quality dimensions. The results also tended to (a) support the claim of Buzzel et al. [Product Quality, Strategic Planning Institute, Cambridge, 1978] that for product quality to matter, improvements relative to competition must be substantial, and (b) show that for certain effort dimensions striving for competitive superiority may not generate sizable increases in relative market share.
This paper references
10.1177/002224377301000319
Logically Consistent Market Share Models
P. Naert (1973)
10.2307/3151071
Marketing Models and Econometric Research
Vijay Mahajan (1976)
10.1177/002224377401100114
A Cluster Analytic Approach to Market Response Functions
J. Sexton (1974)
10.1177/002224296502900104
Product Characteristics and Marketing Strategy
Gordon E. Miracle (1965)
10.1177/002224297403800306
Planning Gains in Market Share
C. Fogg (1974)
10.1007/978-3-642-51565-1_145
A Computer On-Line Marketing Mix Model
J. Lambin (1972)
10.1177/002224296803200108
The Perceived Importance of the Elements of Strategy
Jon G. Udell (1968)
10.1177/002224377601300312
Logically Consistent Market Share Models II
T. McGuire (1976)
10.1287/opre.23.4.628
BRANDAID: A Marketing-Mix Model, Part 1: Structure
J. Little (1975)
10.2307/1250370
Successful Marketing Strategies
J. D. Taylor (1973)
10.2307/1250783
Marketing management : analysis, planning, and control
Neil H. Borden (1960)
10.1177/002224296402800108
How Important is Pricing in Competitive Strategy?
Jon G. Udell (1964)
10.1177/002224377000700309
Estimating Marketing Policy Effects on Sales of a Frequently Purchased Product
J. Sexton (1970)
An empirical investigation of the relationship between market share and the competitive market position of a firm
P. Varadarajan (1979)
10.1177/002224377601300409
Measuring Sales Effects of Some Marketing Mix Variables and Their Interactions
V. K. Prasad (1976)
10.1016/0007-6813(64)90048-5
A new orientation for plotting marketing strategy
L. Adler (1964)
10.1177/002224377401100205
An Analysis of Competitive Market Behavior
Franklin S. Houston (1974)
10.2307/1910133
Tests of equality between sets of coefficients in two linear regressions (econometrics voi 28
G. Chow (1960)
10.1177/002224377401100105
Multifirm Analysis of Competitive Decision Variables
Albert R. Wildt (1974)
10.1177/002224296703100406
Cognitive Dissonance and the Classification of Consumer Goods
S. Kaish (1967)
10.1007/978-3-642-51565-1_139
Some Correlates of Coffee and Cleanser Brand Shares
S. Banks (1976)
EXPLOIT THE PRODUCT LIFE CYCLE
T. Levitt (1965)
10.1080/01621459.1965.10480811
Some Tests for Homoscedasticity
S. Goldfeld (1965)
10.2307/41164308
Length of Product Line
G. Murray (1970)
10.1108/EB053824
Planning for profit
Bradley T. Gale (1978)
10.1086/295310
Optimal Allocation of Competitive Marketing Efforts: An Empirical Study
J. Lambin (1970)
10.1177/002224377200900209
Alternative Econometric Models of Sales-Advertising Relationships
V. R. Rao (1972)
10.1007/978-3-642-51565-1_142
Determinants of Market Share
D. Weiss (1968)
10.1177/002224377501200203
Cross-Sectional, Time-Series Issues in the Analysis of Marketing Decision Variables
M. Moriarty (1975)
Sales promotion - fast growth, faulty management
R. A. Strang (1976)
Strategies for High Market-Share Companies
P. C. Bloom (1975)



This paper is referenced by
10.1017/CBO9780511488726.009
The Profit Impact of Marketing Strategy Project: Causation and components in market share–performance models: the role of identities
Kusum L. Ailawadi (2004)
10.1007/978-3-319-13159-7_47
Export Profile and Prospects of Minority-Owned U.S. Firms
Alphonso O. Ogbuehi (2015)
10.5465/AMR.1996.9602161569
Beyond Process: TQM Content and Firm Performance
R. Reed (1996)
10.1177/002224299305700401
Standardization versus Adaptation of International Marketing Strategy: An Empirical Investigation
D. Szymanski (1993)
10.1177/002224299505900402
Order of Entry and Business Performance: An Empirical Synthesis and Reexamination
D. Szymanski (1995)
10.1007/978-3-663-07644-5_6
Darstellung und Analyse der empirischen Untersuchungsergebnisse
Olaf Göttgens (1996)
10.1017/CBO9780511488726.013
The Profit Impact of Marketing Strategy Project: Select bibliography
P. Farris (2004)
The Relationship between Just-in-Time Purchasing and Total Quality Management and Their Effects on the Performance of Firms Operating in the U.S.: an Empirical Investigation
H. Kaynak (1996)
10.1017/CBO9780511488726.006
Does innovativeness enhance new product success? Insights from a meta-analysis of the evidence
D. Szymanski (2004)
10.2308/JMAR.2004.16.1.107
Managing Value Creation within the Firm: An Examination of Multiple Performance Measures
Lisa Bryant (2004)
10.1016/S1090-9516(99)00014-0
International performance of multinationals: a hybrid model
H. Chen (1999)
10.1016/J.RENENE.2014.01.017
Levelised cost of energy for offshore floating wind turbines in a life cycle perspective
Anders Myhr (2014)
10.1017/CBO9780511488726.008
The Profit Impact of Marketing Strategy Project: The model by Phillips, Chang, and Buzzell revisited – the effects of unobservable variables
Lutz Hildebrandt (2004)
10.1017/CBO9780511488726.003
The Profit Impact of Marketing Strategy Project: Putting PIMS into perspective: enduring contributions to strategic questions
G. Day (2004)
10.1016/S0019-8501(97)00094-1
Planning Market Share Growth in Mature Business Markets
J. Weber (1998)
10.1007/978-3-663-07644-5_4
Theoretische Herleitung der Hypothesen
Olaf Göttgens (1996)
10.1017/CBO9780511488726.005
The Profit Impact of Marketing Strategy Project: Order of market entry: empirical results from the PIMS data and future research topics
W. T. Robinson (2004)
10.1016/S0148-2963(98)00115-5
A Brand's Advertising and Promotion Allocation Strategy: The Role of the Manufacturer's Relationship with Distributors as Moderated by Relative Market Share
Kenneth Anselmi (2000)
10.1177/002224299305700301
An Analysis of the Market Share-Profitability Relationship
D. Szymanski (1993)
10.1108/APJML-05-2014-0086
Effects of perceived product similarity and ad claims on brand responses in comparative advertising
Chanthika Pornpitakpan (2015)
10.1017/CBO9780511488726.002
The Profit Impact of Marketing Strategy Project: The PIMS project: vision, achievements, and scope of the data
P. Farris (2004)
10.17961/JDMR.16.1.201303.43
The Roles of Moderators to the Effects of Marketing Expenditure on Firm Performance - An Empirical Test by using Financial Statements -
Y. Kim (2013)
10.1177/002224378802500401
The Price Elasticity of Selective Demand: A Meta-Analysis of Econometric Models of Sales
G. Tellis (1988)
10.1017/CBO9780511488726.012
The Profit Impact of Marketing Strategy Project: PIMS in the new millennium: how PIMS might be different tomorrow
P. Farris (2004)
10.1108/08876049310047715
Determinants of success in service industries: a PIMS‐based empirical investigation
Sundar G. Bharadwaji (1993)
10.1017/CBO9780511488726.004
The Profit Impact of Marketing Strategy Project: PIMS and COMPUSTAT data: different horses for the same course?
D. Boyd (2004)
10.1017/CBO9780511488726.001
The Profit Impact of Marketing Strategy Project: Introduction
Paul Farris (2004)
10.1017/CBO9780511488726.011
The Profit Impact of Marketing Strategy Project: PIMS and the market share effect: biased evidence versus fuzzy evidence
M. Christen (2004)
10.5465/AMR.1984.4278111
An Inventory and Critique of Strategy Research Using the PIMS Database
V. Ramanujam (1984)
10.5465/AMR.1984.4279708
Operationalizing Organizational Strategy: Toward an Integrative Framework
A. Ginsberg (1984)
10.1017/CBO9780511488726.007
The Profit Impact of Marketing Strategy Project: Marketing costs and prices: an expanded view
D. Reibstein (2004)
10.1017/CBO9780511488726.010
The Profit Impact of Marketing Strategy Project: Cargo cult econometrics: specification testing in simultaneous equation marketing models
M. Moore (2004)
See more
Semantic Scholar Logo Some data provided by SemanticScholar