Competitive Strategies for New Product Marketing Over the Life Cycle

Abstract
This paper deals with the problem of formulating a long-run competitive marketing strategy for a new product introduced into a market with classic growth, seasonal, and merchandising characteristics. The paper is divided into four parts. The first part describes the market model as well as the accounting model used by the firm to compute its profits. The second part discusses nine conceptually different classes of marketing strategies. The third part reports the results of a duopoly confrontation involving various pairs of competitive strategies. The last part suggests additional variations in the market model and in the strategies which would increase the significance of the findings.

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