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Inferring Market Structure from Customer Response to Competing and Complementary Products

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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.

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Authors and Affiliations

  1. University of Alberta, Canada

    Terry Elrod

  2. University of Iowa, USA

    Gary J. Russell

  3. San Francisco State University, USA

    Allan D. Shocker

  4. University of Delaware, USA

    Rick L. Andrews

  5. Knowledge Networks, USA

    Lynd Bacon

  6. University of North Carolina, Chapel Hill, USA

    Barry L. Bayus

  7. Rutgers University, USA

    J. Douglas Carroll

  8. Sawtooth Software, USA

    Richard M. Johnson

  9. Duke University, USA

    Wagner A. Kamakura

  10. University of Michigan, USA

    Peter Lenk

  11. Vienna University of Economics and Business Administration, Austria

    Josef A. Mazanec

  12. Cornell University, USA

    Vithala R. Rao

  13. University of Maryland, USA

    Venkatesh Shankar

Authors
  1. Terry Elrod
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  2. Gary J. Russell
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  3. Allan D. Shocker
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  4. Rick L. Andrews
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  5. Lynd Bacon
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  6. Barry L. Bayus
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  7. J. Douglas Carroll
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  8. Richard M. Johnson
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  9. Wagner A. Kamakura
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  10. Peter Lenk
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  11. Josef A. Mazanec
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  12. Vithala R. Rao
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  13. Venkatesh Shankar
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Corresponding author

Correspondence to Terry Elrod.

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Elrod, T., Russell, G.J., Shocker, A.D. et al. Inferring Market Structure from Customer Response to Competing and Complementary Products. Marketing Letters 13, 221–232 (2002). https://doi.org/10.1023/A:1020222821774

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