Following the Customers: Dynamic Competitive Repositioning

38 Pages Posted: 24 Sep 2020 Last revised: 23 Dec 2020

See all articles by Z. Eddie Ning

Z. Eddie Ning

Cheung Kong Graduate School of Business

J. Miguel Villas-Boas

University of California, Berkeley

Date Written: December 22, 2020

Abstract

We consider dynamic repositioning when competing firms try to follow the evolution of consumer preferences, while taking into account the competitive interaction, both in terms of static market competition, and the dynamic effects of different firm positionings. We fully characterize the dynamic market equilibrium, which includes the timing of the firms' repositionings depending on consumer preferences. As consumer preferences evolve away from where both firms are located, one firm first moves to follow consumer preferences, with the second firm only moving if the consumer preferences continue evolving away from that firm. The model predicts rich market dynamics, where firms stay for some period in different positionings if consumer preferences are in a relatively middle ground, or where a firm repositions to follow consumer preferences, but then repositions back to the original position, if consumer preferences return. We find that, when the variability of the consumer preferences or the discount rate is greater, or when the importance of the repositioning attribute is smaller, firms are less likely to follow consumer preferences. Firms are more heterogeneous in their responses, which leads to longer periods of differentiation, when the variability of the consumer preferences, the discount rate, or the importance of the repositioning attribute increases. We also find that competing firms reposition less frequently than what is socially optimal and than what collusion would imply, and we find more differentiation under collusion than under competition.

Keywords: Positioning, Repositioning, Differentiation, Evolving Preferences, Continuous-time Game

JEL Classification: C73, L13, M31

Suggested Citation

Ning, Z. Eddie and Villas-Boas, J. Miguel, Following the Customers: Dynamic Competitive Repositioning (December 22, 2020). Available at SSRN: https://ssrn.com/abstract=3695318 or http://dx.doi.org/10.2139/ssrn.3695318

Z. Eddie Ning (Contact Author)

Cheung Kong Graduate School of Business ( email )

Oriental Plaza, Tower E3
One East Chang An Avenue
Beijing, 100738
China

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

J. Miguel Villas-Boas

University of California, Berkeley ( email )

Haas School of Business
Berkeley, CA 94720
United States
510-642-1250 (Phone)
510-643-1420 (Fax)

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