The purpose of this research is to explore how multimarket competition influences different stages of innovation. While prior studies have mainly focused on how reduced rivalry from MMC influences market-related decisions, only a few have paid attention to its impact on innovation activities. Most studies on MMC have explored how the market overlap creates “mutual forbearance”, which lessens the intensity of rivalry. Multimarket contact (MMC) refers to the situation in which more than two firms simultaneously compete with each other in multiple products and/or geographical markets.
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