Assessing competitive edge: exposition and illustration of a diagnostic tool
Ugur Yavas
(Professor of Marketing at East Tennessee State University, Johnson City, Tennessee, USA.)
Dogan Eroglu
(Assistant Professor of Marketing at Georgia State University, Atlanta, Georgia, USA.)
515
Abstract
Describes a method to analyze competitive standing of a product, brand or made‐in label vis‐à‐vis its competitors. Presents the results of an illustrative case study and discusses their implications.
Keywords
Citation
Yavas, U. and Eroglu, D. (1995), "Assessing competitive edge: exposition and illustration of a diagnostic tool", Journal of Consumer Marketing, Vol. 12 No. 2, pp. 47-59. https://doi.org/10.1108/07363769510084902
Publisher
:MCB UP Ltd
Copyright © 1995, MCB UP Limited