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Inferring Market Structure from Customer Response to Competing and Complementary Products |
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| Authors: | Elrod Terry Russell Gary J. Shocker Allan D. Andrews Rick L. Bacon Lynd Bayus Barry L. Carroll J. Douglas Johnson Richard M. Kamakura Wagner A. Lenk Peter Mazanec Josef A. Rao Vithala R. Shankar Venkatesh |
| Affiliation: | (1) University of Alberta, Canada;(2) University of Iowa, USA;(3) San Francisco State University, USA;(4) University of Delaware, USA;(5) Knowledge Networks, USA;(6) University of North Carolina, Chapel Hill, USA;(7) Rutgers University, USA;(8) Sawtooth Software, USA;(9) Duke University, USA;(10) University of Michigan, USA;(11) Vienna University of Economics and Business Administration, Austria;(12) Cornell University, USA;(13) University of Maryland, USA |
| Abstract: | We consider customer influences on market structure, arguing that market structure should explain the extent to which any given set of market offerings are substitutes or complements. We describe recent additions to the market structure analysis literature and identify promising directions for new research in market structure analysis. Impressive advances in data collection, statistical methodology and information technology provide unique opportunities for researchers to build market structure tools that can assist  real-time marketing decision-making. |
| Keywords: | market structure analysis competition complementary products product class definition |
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