Inferring Market Structure from Customer Response to Competing and Complementary Products
Marketing Letters 13:3, 221–232, 2002
12 Pages Posted: 14 Feb 2014
Date Written: September 2001
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
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