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Competitive Maps: The Structure Underlying Asymmetric Cross Elasticities

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  • Lee G. Cooper

    (Anderson Graduate School of Management, University of California, Los Angeles, California 90024)

Abstract

A special case of three-mode factor analysis is used to portray the systematic structure underlying asymmetric cross elasticities for a broad class of market-share attraction models. Analysis of the variation over retail outlets and weeks reveals competitive patterns corresponding to sales for the major brands in the market as well as patterns reflecting shelf-price competition. Analysis of the brand domain results in a joint space. One set of brand positions portrays how brands exert influence over the competition. The other set of points portrays how brands are influenced by others. The interset distances (angles) provide direct measures of competitive pressures. Maps are formed as spatial representations of each of the competitive patterns discovered.

Suggested Citation

  • Lee G. Cooper, 1988. "Competitive Maps: The Structure Underlying Asymmetric Cross Elasticities," Management Science, INFORMS, vol. 34(6), pages 707-723, June.
    • Handle: RePEc:inm:ormnsc:v:34:y:1988:i:6:p:707-723
    DOI: 10.1287/mnsc.34.6.707
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    Cited by:

    1. Werner Kunz, 2007. "Visualization of competitive market structure by means of choice data," Computational Statistics, Springer, vol. 22(4), pages 521-531, December.
    2. Juan C. Gázquez-Abad & Manuel Sánchez-Pérez, 2009. "Factors influencing olive oil brand choice in Spain: an empirical analysis using scanner data," Agribusiness, John Wiley & Sons, Ltd., vol. 25(1), pages 36-55.
    3. Yang, Chih-Wen & Lu, Jin-Long & Hsu, Chun-Yen, 2014. "Modeling joint airport and route choice behavior for international and metropolitan airports," Journal of Air Transport Management, Elsevier, vol. 39(C), pages 89-95.
    4. Lindsay Meredith & Dennis Maki, 2001. "Product cannibalization and the role of prices," Applied Economics, Taylor & Francis Journals, vol. 33(14), pages 1785-1793.
    5. Ó González-Benito & M P Martínez-Ruiz & A Molla-Descals, 2009. "Spatial mapping of price competition using logit-type market share models and store-level scanner-data," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 60(1), pages 52-62, January.
    6. Bischi, Gian Italo & Gardini, Laura & Kopel, Michael, 2000. "Analysis of global bifurcations in a market share attraction model," Journal of Economic Dynamics and Control, Elsevier, vol. 24(5-7), pages 855-879, June.
    7. Elrod, Terry & Keane, Michael, 1995. "A Factor-Analytic Probit Model for Representing the Market Structure in Panel Data," MPRA Paper 52434, University Library of Munich, Germany.
    8. Rutger van Oest & Philip Hans Franses, 2003. "Which Brands gain Share from which Brands? Inference from Store-Level Scanner Data," Tinbergen Institute Discussion Papers 03-079/4, Tinbergen Institute.
    9. Raj Sethuraman & V. Srinivasan & Doyle Kim, 1999. "Asymmetric and Neighborhood Cross-Price Effects: Some Empirical Generalizations," Marketing Science, INFORMS, vol. 18(1), pages 23-41.
    10. N. Yu. Yaroshevich, 2019. "A model for structuring the mechanical engineering market," Journal of New Economy, Ural State University of Economics, vol. 20(3), pages 101-115, July.
    11. Karsten Hansen & Vishal Singh, 2009. "Market Structure Across Retail Formats," Marketing Science, INFORMS, vol. 28(4), pages 656-673, 07-08.
    12. van Ewijk, Bernadette J. & Gijsbrechts, Els & Steenkamp, Jan-Benedict E.M., 2022. "What drives brands’ price response metrics? An empirical examination of the Chinese packaged goods industry," International Journal of Research in Marketing, Elsevier, vol. 39(1), pages 288-312.
    13. Randolph E. Bucklin & Sunil Gupta, 1999. "Commercial Use of UPC Scanner Data: Industry and Academic Perspectives," Marketing Science, INFORMS, vol. 18(3), pages 247-273.
    14. Maximilian Matthe & Daniel M. Ringel & Bernd Skiera, 2023. "Mapping Market Structure Evolution," Marketing Science, INFORMS, vol. 42(3), pages 589-613, May.
    15. Francisco F. R. Ramos, 1996. "A Time Series Analysis to Asymmetric Marketing Competition Within a Market Structure," Microeconomics 9601001, University Library of Munich, Germany.
    16. Klapper, Daniel & Herwartz, Helmut, 1998. "Forecasting performance of market share attraction models: A comparison of different models assuming that competitors' actions are forecasts," SFB 373 Discussion Papers 1998,103, Humboldt University of Berlin, Interdisciplinary Research Project 373: Quantification and Simulation of Economic Processes.
    17. Kim, Wonjoon & Kim, Minki, 2015. "Reference quality-based competitive market structure for innovation driven markets," International Journal of Research in Marketing, Elsevier, vol. 32(3), pages 284-296.
    18. Klapper, Daniel & Herwartz, Helmut, 2000. "Forecasting market share using predicted values of competitive behavior: further empirical results," International Journal of Forecasting, Elsevier, vol. 16(3), pages 399-421.
    19. Amrouche, Nawel & Yan, Ruiliang, 2012. "Implementing online store for national brand competing against private label," Journal of Business Research, Elsevier, vol. 65(3), pages 325-332.
    20. Lipovetsky, Stan & Conklin, Michael, 2014. "Finding items cannibalization and synergy by BWS data," Journal of choice modelling, Elsevier, vol. 12(C), pages 1-9.
    21. Yang, Chih-Wen & Sung, Yen-Ching, 2010. "Constructing a mixed-logit model with market positioning to analyze the effects of new mode introduction," Journal of Transport Geography, Elsevier, vol. 18(1), pages 175-182.
    22. Oliver J. Rutz & Garrett P. Sonnier, 2011. "The Evolution of Internal Market Structure," Marketing Science, INFORMS, vol. 30(2), pages 274-289, 03-04.

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    Keywords

    marketing; pricing; competitive;
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