TY  - JOUR
AB  - Purpose– The purpose of this study is to develop a conceptual framework for defensive strategy by integrating market entry modes and the typology of firms suggested by Day and Nedungandi, and to attempt to propose how local incumbent firms utilize their mental models in order to react against market entry of new competition in global markets.Design/methodology/approach– The theoretical perspective adopted in the study is how mental models used by incumbent firms influence their reaction to market entry of new competition in developing defensive strategies to defend their markets.Findings– Mental models of incumbent firms, categorized as self‐centered, competitor‐centered, customer‐oriented, and market‐driven firms, impact their reaction and the development of defensive marketing strategies against market entrants using a variety of market entry modes in global markets.Originality/value– The paper presents an extensive review of the defensive marketing and mental models literature and shows how the way in which incumbent firms react to market entry of new competition contributes to understanding of incumbent reaction to market entry of new competition in global markets. Research directions for future research and managerial implications are also provided.
VL  - 44
IS  - 7/8
SN  - 0309-0566
DO  - 10.1108/03090561011047535
UR  - https://doi.org/10.1108/03090561011047535
AU  - Karakaya Fahri
AU  - Yannopoulos Peter
PY  - 2010
Y1  - 2010/01/01
TI  - Defensive strategy framework in global markets: A mental models approach
T2  - European Journal of Marketing
PB  - Emerald Group Publishing Limited
SP  - 1077
EP  - 1100
Y2  - 2024/04/25
ER  -