Modelling market dynamics of multi-brand and multi-generational products

Journal article


Shi, X. and Chumnumpan, P. 2019. Modelling market dynamics of multi-brand and multi-generational products. European Journal of Operational Research. 279 (1), pp. 199-210.
AuthorsShi, X. and Chumnumpan, P.
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.

KeywordsOR in marketing; New product diffusion; Brand competition; Technological substitution; Mobile telecommunications service
Year2019
JournalEuropean Journal of Operational Research
Journal citation279 (1), pp. 199-210
PublisherElsevier
ISSN0377-2217
Digital Object Identifier (DOI)doi:10.1016/j.ejor.2019.05.030
Official URLhttps://doi.org/10.1016/j.ejor.2019.05.030
Publication dates
Online28 May 2019
Publication process dates
Accepted24 May 2019
Deposited07 May 2020
Accepted author manuscript
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