Toward a theory of competitive market signaling: A research agenda

Oliver P. Heil · Thomas S. Robertson

399 citations0/0 files storedStrategic Management Journal

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Competitive and Knowledge Intelligence Marketing and Advertising Strategies Consumer Market Behavior and Pricing

Abstract

Abstract Competitive market signals are conceptualized as announcements or previews of potential actions intended to convey or to gain information from competitors. This paper develops a set of propositions based on research in economics, social psychology, and marketing on the risk/reward trade‐off in signaling, the receiver's signal interpretation, and the receiver's reaction alternatives. The overall objective is to develop a research agenda toward a theory of competitive market signaling.

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References

1975Judgment under Uncertainty: Heuristics and Biases 1984Corporate financing and investment decisions when firms have information that investors do not have 1980Competitive Strategy: Techniques for Analyzing Industries and Competitors 1958The psychology of interpersonal relations.1958The Psychology of Interpersonal Relations.1982Judgment under Uncertainty 1960The Strategy of Conflict 1982Judgment under uncertainty: Causality and attribution

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