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

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  • Shi, Xiaohui
  • Chumnumpan, Pattarin

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.

Suggested Citation

  • Shi, Xiaohui & Chumnumpan, Pattarin, 2019. "Modelling market dynamics of multi-brand and multi-generational products," European Journal of Operational Research, Elsevier, vol. 279(1), pages 199-210.
    • Handle: RePEc:eee:ejores:v:279:y:2019:i:1:p:199-210
    DOI: 10.1016/j.ejor.2019.05.030
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    Cited by:

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    4. Lixin Zhou & Jie Lin & Yanfeng Li & Zhenyu Zhang, 2020. "Innovation Diffusion of Mobile Applications in Social Networks: A Multi-Agent System," Sustainability, MDPI, vol. 12(7), pages 1-17, April.

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