A FRAMEWORK FOR ENTRY DETERRENCE STRATEGY - THE COMPETITIVE ENVIRONMENT, CHOICES, AND CONSEQUENCES

On the basis of an extensive review of the literature, the authors hav e developed a framework of entry deterrence strategy. The major aspect s of this framework are the interconnected elements of the competitive environment; the choice of entry deterrence strategy, ranging from st rategies involving a single element of the marketing mix to corporate- level strategies; and the consequences that both the strategy choice a nd subsequent entry decision have for the incumbent. The authors' fram ework explicitly acknowledges the role of perceptions in signal detect ion, interpretation, and decision making in the development of entry d eterrence strategy. With their framework as a focal point, they review the extant literature to make it accessible to a wider audience and p rovide guidance for further research.