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...

Ausführliche Beschreibung

Bibliographische Detailangaben

Veröffentlicht in:	The Journal of industrial economics 2006-03, Vol.54 (1), p.125-149
Hauptverfasser:	DORASZELSKI, ULRICH, DRAGANSKA, MICHAELA
Format:	Artikel
Sprache:	eng
Schlagworte:	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
Online-Zugang:	Volltext
Tags:	Tag hinzufügen Keine Tags, Fügen Sie den ersten Tag hinzu!