A Comprehensive Review of Multimarket Competition Research Academic Article uri icon


  • Our study summarizes the state of knowledge on the topic of multimarket competition. We classify the current research into four broad themes: (1) the antecedents of multimarket contact (MMC), (2) the outcomes of MMC, (3) the contingencies that moderate the mutual forbearance hypothesis, and (4) extensions beyond traditional multimarket competition research. We also highlight several areas and research questions that we believe will be particularly promising for future research.

published proceedings

  • Journal of Management

altmetric score

  • 5.2

author list (cited authors)

  • Yu, T., & Cannella, A. A.

citation count

  • 106

complete list of authors

  • Yu, Tieying||Cannella, Albert A

publication date

  • October 2012