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AbstractBusinesses compete in markets with significant uncertainty and choose disparate competitive strategies. Some attack while others appear to wait. While real options logic has been used to explain market entry and exit decisions under uncertainty, few have tied this logic to the characteristics of ventures' competitive moves. This paper discusses how ventures launch competitive moves, particularly the speed and intensity of action, under contrasting conditions of exogenous uncertainty anddoi:10.1515/erj-2015-0037 fatcat:7tsosyzt6ffuhjmikxxmsmyc7i