Towards a strategic framework for competition in multi-product consumer markets
by Wyn Jenkins
International Journal of Management and Decision Making (IJMDM), Vol. 5, No. 2/3, 2004

Abstract: This paper introduces a framework that classifies functionally similar consumer products on the basis of: their relative level of (consumer perceived) benefits; relative price and relative cost. This framework is then used to develop a number of propositions about the structure and the nature of competition in multi-product consumer markets (MPCMs) i.e. those markets, like the car market, in which different consumer segments buy functionally similar products with different levels of benefits. The application of the ideas is then demonstrated using data from two markets. Ideas for further research and the implications for managers are discussed.

Online publication date: Sat, 25-Sep-2004

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