Toward a theory of competitive market signaling: A research agenda

@inproceedings{Heil1991TowardAT,
  title={Toward a theory of competitive market signaling: A research agenda},
  author={Oliver P. Heil and Theodosia S. Robertson},
  year={1991}
}
Competitive market signals are conceptualized as announcements or previews of potential actions intended to convey or to gain information from competitors. This paper develops a set of propositions based on research in economics, social psychology, and marketing on the risk/reward trade-off in signaling, the receiver's signal interpretation, and the receiver's reaction alternatives. The overall objective is to develop a research agenda toward a theory of competitive market signaling. 

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