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

Xiaohui Shi*, Pattarin Chumnumpan

*Corresponding author for this work

Research output: Contribution to journalArticle

3 Citations (Scopus)

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.
Original languageEnglish
Pages (from-to)199-210
Number of pages12
JournalEuropean Journal of Operational Research
Volume279
Issue number1
Early online date28 May 2019
DOIs
Publication statusPublished - 16 Nov 2019

Keywords

  • BASS MODEL
  • Brand competition
  • IMPACT
  • INFORMATION
  • INNOVATION DIFFUSION
  • Mobile telecommunications service
  • New product diffusion
  • OR in marketing
  • SUBSTITUTION
  • SUCCESSIVE GENERATIONS
  • TECHNOLOGY
  • Technological substitution

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