Shi, Xiaohui, Chumnumpan, Pattarin (2019) Modelling Market Dynamics of Multi-Brand and Multi-Generational Products. European Journal of Operational Research, 279 (1). pp. 199-210. ISSN 0377-2217. (doi:10.1016/j.ejor.2019.05.030) (KAR id:74167)
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Official URL: https://dx.doi.org/10.1016/j.ejor.2019.05.030 |
Abstract
This research develops a new product diffusion model for a product category that involves multiple brands and multiple generations. We examine our proposed model's validity through the case of Japanese mobile telecommunications services. In this product category, the model and its results give evidence of the coexistence of brand competition and generation substitution and show the importance of considering the two influences simultaneously. It also enables the analysis of both these influences to the end of gaining additional insights into the process of new product growth. The model proves reliable in forecasting both the overall market dynamics of a product category and the market performance of the individual brands and generations that belong to it.
Item Type: | Article |
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DOI/Identification number: | 10.1016/j.ejor.2019.05.030 |
Uncontrolled keywords: | OR in marketing; new product diffusion; brand competition; technological substitution; mobile telecommunications service |
Subjects: |
H Social Sciences > HF Commerce > HF5351 Business H Social Sciences > HF Commerce > HF5415 Marketing |
Divisions: | Divisions > Kent Business School - Division > Kent Business School (do not use) |
Depositing User: | Xiaohui (Leo) Shi |
Date Deposited: | 29 May 2019 11:57 UTC |
Last Modified: | 09 Dec 2022 00:48 UTC |
Resource URI: | https://kar.kent.ac.uk/id/eprint/74167 (The current URI for this page, for reference purposes) |
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