We analyze and study competition in differentiated product market using public data source. Understanding competitive market structure is critical for firms to assess how their products compete against other firms in a given market. In this paper, we estimate consumer demand, extend clout and vulnerability framework, and study competition among multi-product manufacturers in differentiated product market. For our empirical analysis, we adopt choice-based aggregate demand model and estimate consumer demand while accounting for unobserved product characteristics. Once we estimate consumer demand, we compute full price elasticity matrix and investigate intra- and inter- manufacturer substitutions among consumers. This research offers a framework for marketers to analyze and understand market structures, leading them to informed decisions.
Kim, Jun B.
"Competitive Analysis among Multi-product Firms,"
Asia Marketing Journal: Vol. 21
, Article 3.
Available at: https://doi.org/10.15830/amj.2019.21.3.47
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