Dinámica de los movimientos competitivos. Revisión y propuesta de un modelo

Mª Carmen Otero Neira

Resumen


La dinámica de los movimientos competitivos de las empresas parte del conocimiento, por parte de éstas, de qué organizaciones estarán afectadas por sus acciones y cuáles pueden influir directa, o indirectamente, sobre sus propios resultados. Sobre esta base, el presente trabajo reflexiona sobre las diferentes perspectivas de análisis del comportamiento y de las interacciones competitivas de las empresas, exponiendo sus características y limitaciones. Posteriormente se expone sintéticamente el modelo de Marketing que, basado en el enfoque clásico de comunicación, se presenta como el más adecuado, ya que toma como base para el estudio de la interacción competitiva las acciones y respuestas de las empresas en el mercado.


Palabras clave


Dinámica competitiva; interacción; rivalidad.

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