Empirical Study on the Effects of Online WOM Informations about Competitive Brands on Brand Evaluations: By Information Type and Competitive Position in the Market

2011 ◽  
Vol 29 (6) ◽  
pp. 25-36
Author(s):  
현소은 ◽  
Changjo Yoo
Author(s):  
Zulima Fernández ◽  
Belén Usero Sánchez

This chapter analyzes the role of non-market actions (NMAs) in the competitive position of firms in the European mobile telecommunications industry. First, the bases and uses of NMAs are reviewed and classified. Second, the use of legal actions as NMAs to erode the competitive position of first-mover firms is examined. Third, the findings of an empirical study confirming the effectiveness of legal actions as competition tools in the European mobile telecommunications industry are analyzed. Lastly, some conclusions, future lines of research and practical recommendations are presented.


2008 ◽  
Vol 41 (5) ◽  
pp. 51-67 ◽  
Author(s):  
Hung-Gay Fung ◽  
Gerald Yong Gao ◽  
Jingyong Lu ◽  
Haim Mano

1996 ◽  
Vol 81 (1) ◽  
pp. 76-87 ◽  
Author(s):  
Connie R. Wanberg ◽  
John D. Watt ◽  
Deborah J. Rumsey

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