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| Author: | Wood, L. |
| Title: | Market power and its measurement. |
| Journal: | European Journal of Marketing
1999 : VOL. 33:5/6, p. 612-630 |
| Index terms: | Marketing research Brands Market share Brewing industry |
| Language: | eng |
| Abstract: | The author introduces a model for assessing market power which uses brand value as the basis of market power measurement. The model emphasises the importance of brands and acknowledges the international nature of markets. It has the further benefit of being forward-looking rather than focusing on the past performance of companies. The analysis of the beer market reprents a pilot study for the model proposed in the paper. The brand valuation model itself needs refining before the proposed model can be validated on a widespread basis. |
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