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Modelling Market Dynamics of Multi-Brand and Multi-Generational Products

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) (Access to this publication is currently restricted. You may be able to access a copy if URLs are provided) (KAR id:74167)

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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
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: Faculties > Social Sciences > Kent Business School > International Business and Strategy
Depositing User: Xiaohui (Leo) Shi
Date Deposited: 29 May 2019 11:57 UTC
Last Modified: 07 Feb 2020 04:11 UTC
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