haku: @author Desarbo, W. S. / yhteensä: 23
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| Tekijä: | Desarbo, W. S. Grewal, R. Wind, J. |
| Otsikko: | Who competes with whom? A demand-based perspective for identifying and representing asymmetric competition |
| Lehti: | Strategic Management Journal
2006 : FEB, VOL. 27:2, p. 101-129 |
| Asiasana: | competition strategy management marketing |
| Vapaa asiasana: | asymmetric structures |
| Kieli: | eng |
| Tiivistelmä: | Strategic management and marketing issues depend largely on how delicately the competitive market structures are identified and represented. Competitive market structures are usually regarded as asymmetric but there is a lack of empirical assessments of these competitive asymmetries. A new spatial methodology for identifying and representing asymmetric competitive market structures is presented in the article. The methodology consists of a stochastic multidimensional scaling procedure, which is calibrated from actual consumer consideration and choice sets. Competitive market structures can be analyzed based on data either from demand or supply side approaches with the help of the proposed methodology. The methodology is illustrated with a survey data gathered in luxury automobile markets and telephone markets in the USA. The findings of the proposed methodology are contrasted against traditional symmetric approaches concerning competitive market structures and the relating strategic issues are discussed. |
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