Toward a General Theory of Competitive Rationality
Journal of MarketingPublished 1 January 1992
Peter R. Dickson
Citations285
SJR quartileQ1
SJR score13.39
SNIP5.22
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Abstract
The author develops a theory of competitive rationality that proposes a firm's success depends on the imperfect procedural rationality of its marketing planners. Theories of economic psychology and information economics are integrated with the Austrian economic school of thought and with marketing management concepts and scholarship. Implications for managers and scholars are discussed.
Keywords
Business, Management and Accounting