Historical Method in Marketing Research with New Evidence on Long-Term Market Share Stability

Golder, Peter N.

doi:10.1509/jmkr.37.2.156.18732

Cited by 244 publications

(280 citation statements)

References 80 publications

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“…We used the historical method to collect data on the products (Golder 2000). We obtained information on the product categories from articles published in scholarly journals, books, and online business databases.…”

Section: Datamentioning

confidence: 99%

The Emergence of Dominant Designs

Srinivasan

Lilien

Rangaswamy

2006

Journal of Marketing

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In many product categories, technological evolution results in the emergence of a single product design that achieves market dominance. In this article, the authors examine two questions: Will a dominant design emerge in a new product category? and If it does, how long will it be before a dominant design emerges? Thus, the authors simultaneously model the probability of emergence of a dominant design and the time of that emergence, conditional on its emergence. The model incorporates the effects of several product-market characteristics on the probability and time of dominant design emergence, including appropriability of the rents associated with the product, network effects, size of the product's value net, the standards-setting process, radicalness of innovation, and research-and-development intensity. The authors use data for 63 office products and consumer durables to estimate a split-population hazard model for the probability and time of emergence of the dominant design. They find that a dominant design is more likely to emerge with weak appropriability, weak network effects, low product radicalness, and high research-and-development intensity. Dominant designs that emerge are likely to emerge sooner in product categories in which there is weak appropriability, there are a large number of firms in the value net, the standards are set by a de facto process, and there is low product radicalness The proposed model can be used to predict both the probability and the time of the emergence of a dominant design in a new product category.

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Section: Datamentioning

confidence: 99%

The Emergence of Dominant Designs

Srinivasan

Lilien

Rangaswamy

2006

Journal of Marketing

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“…29 We test the statistical significance of our ACF point estimates using the bootstrap procedure of Conley and Topa (2002). The data are re-sampled with replacement from their empirical marginal distributions to create pseudo-samples that are spatially independent.…”

Section: Spatial Dependence In Brand Sharesmentioning

confidence: 99%

“…Gaussian and Bartlett) had little impact on our estimates of the spatial ACF. 29 More formally, suppose that shares can be decomposed into an indiosyncratic as well as a dependent component:…”

Section: Spatial Dependence In Brand Sharesmentioning

confidence: 99%

Market Structure and the Geographic Distribution of Brand Shares in Consumer Package Goods Industries

2005

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We describe industrial market structure using a unique database spanning 31 consumer package goods (CPG) industries, 39 months, and the 50 largest US metropolitan markets. We organize our description of market structure around the notion that firms can improve brand perceptions through advertising investments, as in Sutton's endogenous sunk cost theory. In the data, observed advertising levels escalate (i.e. larger brands) in larger markets while the number of advertised brands within an industry remains stable. Correspondingly, observed concentration levels in advertising-intensive industries are bounded away from zero irrespective of market size. For two industries, we collect historic order-of-entry data. The geographic distribution of entry is found to account for the levels, rank-orders and covariation in the geographic distribution of brand shares, perceived brand qualities and advertising effort. Interestingly, alternative potential sources of geographic asymmetry on both the supply and demand sides do not mimic the geographic patterns of shares. In general, our findings highlight several striking persistent geographic patterns in the industrial market structures of CPG industries.

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“…The presentation of the evidences strongly depends on how data is collected to address the research objectives and on the researchers' choices (Golder, 2000). In particular, we decided to set up a 3 × 3 matrix in order to classify the collected data, considering respectively:…”

Section: Methodsmentioning

confidence: 99%

Natural Gas Distribution Industry in Italy: Ongoing Changes and Emerging Problems at the Competitive Level

Testa¹,

Cassia²,

Bonfanti³

2013

CUBR

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The natural gas distribution industry in Italy is undergoing profound reorganization. Italian legislators, by decree 164/2000 (the so-called Letta Decree), in compliance with EU guidelines, began liberalizing the natural gas distribution industry. Many regulatory and legislative acts were forthcoming in the following decade, redefining governance of this industry. Many legal and economic studies have been carried out on this matter. What is still lacking is an analysis that considers the effects on the intensity of competition of the Italian retail market, also and especially in light of the 2011 decrees (Decree January 19th, 2011 about tariff areas, Decree June 1st, 2011 about the Italian energy market and its transparency and Decree October 18th, 2011 about the assignment of each of the 8,092 Italian municipalities to a tariff area). This paper bridges this gap in research. The paper, through a qualitative approach, first considers and then discusses the expected results of the new regulation from a competitive-managerial standpoint. Specifically, it examines the changes and the effects on (1) the natural gas distribution industry; (2) the distribution companies; and (3) the users concerning: (a) structural; (b) economic; and (c) service quality dimensions. We suggest that only by considering the desired impacts at all three levels (industry as a whole-companies-users) is it possible to have a clear picture both of the benefits and of the pitfalls of the new legislation at the competitive level.

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Historical Method in Marketing Research with New Evidence on Long-Term Market Share Stability

Cited by 244 publications

References 80 publications

The Emergence of Dominant Designs

The Emergence of Dominant Designs

Market Structure and the Geographic Distribution of Brand Shares in Consumer Package Goods Industries

Natural Gas Distribution Industry in Italy: Ongoing Changes and Emerging Problems at the Competitive Level

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