挑战在位者:进入消费者不受控制、口味各异的市场

IF 1.2 4区 管理学 Q3 ECONOMICS
Christian Oertel, Armin Schmutzler
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引用次数: 0

摘要

我们分析了一家拥有差异化新产品的公司进入市场的两个特点:现有的在位者有一个受控制的消费者基础,所有的消费者都有不同的品味。受制于消费者的份额与口味异质性程度之间的相互作用导致了这两个参数对进入的非单调效应:受制于消费者的份额与进入利润呈反u型关系,而在受制于消费者的情况下,更高的口味异质性(即更少的产品可替代性)会阻碍进入。
本文章由计算机程序翻译,如有差异,请以英文原文为准。

Challenging the incumbent: Entry in markets with captive consumers and taste heterogeneity

Challenging the incumbent: Entry in markets with captive consumers and taste heterogeneity

We analyze entry of a firm with a new and differentiated product into a market with two properties: An existing incumbent has a captive consumer base, and all consumers have heterogeneous tastes. The interaction between the share of captive consumers and the degree of taste heterogeneity leads to nonmonotone effects of both parameters on entry: The captive share can have an inverse-U relation with entry profits, and higher taste heterogeneity (i.e., less product substitutability) can impede entry in the presence of captive consumers.

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来源期刊
CiteScore
3.20
自引率
5.30%
发文量
43
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