Research on the Correlation between Competitor Analysis and Market/Nonmarket Attacks

Abstract

Abstract:

This study takes the listed companies of Chinese household appliance industry as the research object and switches the analytical method of dynamic competition from focusing on focal firms to focusing on rivals and places emphasis on the in-depth influencing mechanism of the impact of competitor analysis on the company's choice of market and non-market attacking act. Conclusions are as follows. Firstly, market commonality has a significant negative effect on competitive attacks. Market commonality has a significant negative effect on market attacking act, however it has a weak positive correlation with non-market attacking act. Secondly, resource similarity has no significant negative effect on competitive attacks, whereas resource similarity has a significant negative effect on market attacks and has a significant positive effect on non-market attacks. Thirdly, market commonality has a significant positive moderating effect on the relationship between resource similarity and competitive act. In detail, the higher the market commonality is, the more negative relationship there will be between resource similarity and market attacks and the more positive relationship there will be between resource similarity and non-market attacks. Fourthly, in the firm level, firm size, firm age, ROA and resource advantage have significant positive effects on both market attacks and non-market attacks. Government procurement only has a significant positive effect on non-market attacks and has no significant effect on market attacks. Diversification level has a weak negative effect on market attacks, but has a significant positive effect on non-market attacks. In the market level, the study finds that both the market concentration and the irreversibility have significant positive effects on market attacks and non-market attacks. However, the attacks from rivals only have a significant positive effect on market attacks, with no significant correlation with non-market attacks.

Key words: competitor analysis, market attacks, non-market attacks, resource similarity, market commonality

Deng Xinming, Long Liangzhi, Long Xianyi, Ye Zhen. Research on the Correlation between Competitor Analysis and Market/Nonmarket Attacks[J]. , 2017, 29(11): 129-147.

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