Modelling market dynamics of multi-brand and multi-generational products
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.
|Authors||Shi, X. and Chumnumpan, P.|
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.
|Keywords||OR in marketing; New product diffusion; Brand competition; Technological substitution; Mobile telecommunications service|
|Journal||European Journal of Operational Research|
|Journal citation||279 (1), pp. 199-210|
|Digital Object Identifier (DOI)||doi:10.1016/j.ejor.2019.05.030|
|Online||28 May 2019|
|Publication process dates|
|Accepted||24 May 2019|
|Deposited||07 May 2020|
|Accepted author manuscript|
Accepted author manuscript
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