MARKET SEGMENTATION STRATEGIES OF MULTIPRODUCT FIRMS
We analyze a multiproduct duopoly and ask whether firms should offer general purpose products or tailor their offerings to fit specific consumer needs. Offering a targeted product has two effects: utility increases for some consumers due to increased fit, whereas utility decreases for others due to...
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| Veröffentlicht in: | The Journal of industrial economics 2006-03, Vol.54 (1), p.125-149 |
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| container_end_page | 149 |
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| container_start_page | 125 |
| container_title | The Journal of industrial economics |
| container_volume | 54 |
| creator | DORASZELSKI, ULRICH DRAGANSKA, MICHAELA |
| description | We analyze a multiproduct duopoly and ask whether firms should offer general purpose products or tailor their offerings to fit specific consumer needs. Offering a targeted product has two effects: utility increases for some consumers due to increased fit, whereas utility decreases for others due to increased misfit. Previous work has not considered these two effects jointly and has therefore not been able to capture the tradeoff inherent in market segmentation. We show that in addition to the degree of fit and misfit, the intensity of competition and the fixed cost of offering an additional product determine firms' market segmentation strategies. |
| doi_str_mv | 10.1111/j.1467-6427.2006.00278.x |
| format | Article |
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| ispartof | The Journal of industrial economics, 2006-03, Vol.54 (1), p.125-149 |
| issn | 0022-1821 1467-6451 |
| language | eng |
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| source | PAIS Index; EBSCOhost Business Source Complete; Access via Wiley Online Library; JSTOR Archive Collection A-Z Listing |
| subjects | Brand preferences Consumer economics Duopoly Economic competition Fixed costs Gross profits Impact analysis Industrial economics Market competition Market segmentation Market segments Product management Spatial models Studies Transportation costs |
| title | MARKET SEGMENTATION STRATEGIES OF MULTIPRODUCT FIRMS |
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