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

Xiaohui Shi and Pattarin Chumnumpan

European Journal of Operational Research, 2019, vol. 279, issue 1, 199-210

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.

Keywords: OR in marketing; New product diffusion; Brand competition; Technological substitution; Mobile telecommunications service (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ejores:v:279:y:2019:i:1:p:199-210

DOI: 10.1016/j.ejor.2019.05.030

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