Dynamic Market Structure in a Durable Goods Market: The Effect of a New Product Form

Topics:
Marketing Strategy
Tags:
Durable Goods,
Market,
Marketing,
Marketing Research,
Yale University
Source:
Yale University

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Overview: Market structure analysis involves describing how brands in a market compete against each other. It has had a long tradition in marketing (for a classic reference, see Carroll 1972). Most extant market structure analyses are static with the implicit assumption that the market is at or close to a stable equilibrium. However, many markets today are characterized by a constantly changing set of products due to product entry and exit. Consumer perceptions and preferences evolve over time in response to the changing set of products and the marketing communications by firms that serves to position or reposition the products. To be useful in managerial decision making, market structure analysis in such markets needs to be dynamic so as to describe the evolution in market structure.

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Format: PDF | Size: 333KB | Date: Sep 2004 | Pages: 42

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