Inferring Market Structure from Customer Response to Competing and Complementary Products

Marketing Letters 13:3, 221–232, 2002

12 Pages Posted: 14 Feb 2014

See all articles by Terry Elrod

Terry Elrod

affiliation not provided to SSRN

Gary Russell

University of Iowa - Henry B. Tippie College of Business

Allan Shocker

San Francisco State University

Rick Andrews

University of Delaware - Alfred Lerner College of Business and Economics

Lynd D. Bacon

Loma Buena Associates; Northwestern University

Barry L. Bayus

University of North Carolina Kenan-Flagler Business School

J. Carroll

Rutgers, The State University of New Jersey (Deceased)

Richard Johnson

Sawtooth Software

Wagner A. Kamakura

Rice University

Peter Lenk

University of Michigan, Stephen M. Ross School of Business

Josef Mazanec

Vienna University of Economics and Business

Vithala R. Rao

Cornell University - Samuel Curtis Johnson Graduate School of Management

Venkatesh Shankar

Texas A&M University - Mays Business School

Date Written: September 2001

Abstract

We consider customer influences on market structure, arguing that market structure should explain the extent to which any given set of market offerings are substitutes or complements. We describe recent additions to the market structure analysis literature and identify promising directions for new research in market structure analysis. Impressive advances in data collection, statistical methodology and information technology provide unique opportunities for researchers to build market structure tools that can assist "real-time" marketing decision making.

Keywords: market structure analysis, competition, complementary products, product class definition

Suggested Citation

Elrod, Terry and Russell, Gary and Shocker, Allan and Andrews, Rick and Bacon, Lynd D. and Bayus, Barry and Carroll, J. and Johnson, Richard and Kamakura, Wagner A. and Lenk, Peter and Mazanec, Josef and Rao, Vithala R. and Shankar, Venkatesh, Inferring Market Structure from Customer Response to Competing and Complementary Products (September 2001). Marketing Letters 13:3, 221–232, 2002. Available at SSRN: https://ssrn.com/abstract=2395290

Terry Elrod (Contact Author)

affiliation not provided to SSRN

Gary Russell

University of Iowa - Henry B. Tippie College of Business ( email )

Acquisitions
5020 Main Library
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Allan Shocker

San Francisco State University

1600 Holloway Avenue
San Francisco, CA 94132
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Rick Andrews

University of Delaware - Alfred Lerner College of Business and Economics ( email )

419 Purnell Hall
Newark, DE 19716
United States

Lynd D. Bacon

Loma Buena Associates ( email )

P.O. Box 620960
Woodside, CA 94062-0960
United States
+1 650-593-2198 (Phone)
+1 270-714-8941 (Fax)

HOME PAGE: http://www.LBA.com

Northwestern University ( email )

Barry Bayus

University of North Carolina Kenan-Flagler Business School ( email )

McColl Building
Chapel Hill, NC 27599
United States
919-962-3210 (Phone)

J. Carroll

Rutgers, The State University of New Jersey (Deceased)

Richard Johnson

Sawtooth Software

1457 East 840 North
Orem, UT 84097-5486
United States

Wagner A. Kamakura

Rice University ( email )

6100 South Main Street
P.O. Box 1892
Houston, TX 77005-1892
United States
(713) 348-6307 (Phone)

Peter Lenk

University of Michigan, Stephen M. Ross School of Business ( email )

701 Tappan Street
Ann Arbor, MI MI 48109
United States

Josef Mazanec

Vienna University of Economics and Business

Welthandelsplatz 1
Vienna, Wien 1020
Austria

Vithala R. Rao

Cornell University - Samuel Curtis Johnson Graduate School of Management ( email )

Ithaca, NY 14853
United States

Venkatesh Shankar

Texas A&M University - Mays Business School ( email )

Wehner 401Q, MS 4353
College Station, TX 77843-4218
United States
979-845-3246 (Phone)

HOME PAGE: http://www.venkyshankar.com

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