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| Tekijä: | Sung-ah Ahn, M.H. Shin, C. Park, S-J. |
| Otsikko: | Firm-based market structure analysis using competitive advertising responses |
| Lehti: | International Journal of Advertising
2001 : VOL. 20:2, p. 223-237 |
| Asiasana: | ADVERTISING CONSUMER BEHAVIOUR MARKET STRUCTURE |
| Kieli: | eng |
| Tiivistelmä: | In past literature, consumer-based measures reflecting perceptions or behaviour of consumers have been used for market structure analysis. However, for developing competitive strategies, firms may need to identify market structures based on how their competitors perceive the market and how they behave. In this article, the authors develop a firm-based measure using advertising reaction data to drive market structure. |
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