Competitor-Oriented Objectives
Introduction
Scott Armstrong discusses the detrimental effects of competitor-oriented objectives on profitability
: : : Posting
: : dialog
Date: Thu, 30 Nov 2006 09:10:18 -0500
From: armstrong <armstrong@wharton.upenn.edu>
I, along with Kesten Green, recently completed a ten-year follow-up on the 1996 Journal of Marketing Research paper by Armstrong and Collopy [] [].
We found that:
- additional evidence supports the original finding that competitor-oriented objectives harm profitability.
- academics and practitioners have paid little attention to the evidence.
We provide suggestions such as a) professors, papers and textbooks should not advocate competitor-oriented objectives, and b) decision aids and research should not be built around market share objectives.
Hopefully, people will pay more attention to this growing body of evidence. We are off to a good start. Although the paper in still in page proofs, our study was mentioned in The New Yorker:
The full text of our paper is at under Current Research Papers.
—
J. Scott Armstrong
Professor of Marketing, 747 Huntsman, The Wharton School, U. of PA, Phila, PA 19104
http://www.jscottarmstrong.com
home phone 610 622 6480
Home address: 645 Harper Ave., Drexel Hill, PA 19026
Fax at school: 215 898 2534