1. CHANCE, IMITATIVE, AND STRATEGIC ANTECEDENTS TO MULTIMARKET CONTACT.
- Author
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Korn, Helaine J. and Baum, Joel A. C.
- Subjects
COMMUTER aircraft ,COMPETITION ,ORGANIZATIONAL learning ,MARKETING planning ,EXPERIENTIAL learning ,REGIONAL airlines ,DYADIC analysis (Social sciences) ,STRATEGIC planning ,MARKETING strategy - Abstract
We redirect research attention on multimarket contact from its consequences to its antecedents. Our empirical examination of the evolution of dyadic multimarket contacts among California commuter airlines from 1979 through 1984 reveals that multimarket contact arises from chance market contacts among competitors pursuing uncoordinated strategies, trait-based imitation unrelated to multimarket contact, vicarious learning related to multimarket contact, and strategic attempts to develop multimarket contact based on insight gained through experiential learning. [ABSTRACT FROM AUTHOR]
- Published
- 1999
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