HYSTERESIS IN MARKETING - A NEW PHENOMENON

Authors
SIMON H
Citation
H. Simon, HYSTERESIS IN MARKETING - A NEW PHENOMENON, Sloan management review, 38(3), 1997, pp. 39-49
Citations number
27
Categorie Soggetti
Management,Business
Journal title
Sloan management review → ACNP
ISSN journal
0019848X
Volume
38
Issue
3
Year of publication
1997
Pages
39 - 49
Database
ISI
SICI code
0019-848X(1997)38:3<39:HIM-AN>2.0.ZU;2-P
Abstract
A combination of temporary conditions such as environmental factors or price cuts may permanently affect a company's market share. What caus es the phenomenon of hysteresis in marketing? Can companies predict an d take advantage of this effect? Equally important, can they avoid bec oming its victims?.