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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.

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