A Rules-Based Approach to Competitive Interaction
Gloria P. Thomas, Gary F. Soldow
Journal of Marketing · 1988 · Volume 52 · Issue 2
DOI: 10.1177/002224298805200205
Abstract
The authors analyze competitive interaction in terms of its underlying rules. They argue that rules coordinate competitive activity and that a rule-theoretic approach allows the interpretation and prediction of competitive moves and countermoves. Emphasis is placed on the ongoing negotiation of rules during the competitive interaction process.
Enable JavaScript for citation tools and additional paper interactions.