City Research Online - Message in a Bottle: How Prodactivist Consumer Communities Compete in the Mainstream Market.

Message in a Bottle: How Prodactivist Consumer Communities Compete in the Mainstream Market.

Ladstaetter-Fussenegger, F. & Luedicke, M. K. (2013). Message in a Bottle: How Prodactivist Consumer Communities Compete in the Mainstream Market. In: AMA Winter Marketing Educators Conference Proceedings. AMA Winter Marketing Educators Conference, 15 Feb 2013 - 17 Feb 2013, Las Vegas, Nevada, US.

Abstract

This study explains how “prodactivist” communities can compete in the mainstream market by pursuing a confrontative market entry strategy. We offer a conceptualization of this strategy with regards to its underlying rationale, key engagement motive, existential threats, defense tactics, and dissolution mechanism

Publication Type:	Conference or Workshop Item (Paper)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Departments:	Bayes Business School > Management

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Creators:	Ladstaetter-Fussenegger, F. Luedicke, M. K.
Event Title:	AMA Winter Marketing Educators Conference
Event Type:	Conference
Event Location:	Las Vegas, Nevada, US
Event Dates:	15 Feb 2013 - 17 Feb 2013
Status:	Published
Journal or Publication Title:	AMA Winter Marketing Educators Conference Proceedings
Publisher:	AMA
URI:	https://openaccess.city.ac.uk/id/eprint/17224
Date available in CRO:	15 May 2017 14:15
Date deposited:	15 May 2017
Dates:	Date Event February 2013 Published