MARKET SEGMENTATION STRATEGIES OF MULTIPRODUCT FIRMS*
نویسندگان
چکیده
منابع مشابه
Market Segmentation Strategies of Multiproduct Firms ∗ Ulrich
We analyze a multiproduct duopoly and ask whether firms should offer general purpose products or tailor their offerings to fit specific consumer needs. There are two effects of offering a targeted product: (i) if a consumer’s favorite product is offered, her utility increases because there is a better fit between product and preferences; (ii) if her favorite product is not offered, the consumer...
متن کاملMarket 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 increased misfit. Previous work has not considered these two effects jointly and has therefore no...
متن کاملMarket 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. There are two effects of offering a targeted product: (i) if a consumer’s favorite product is offered, her utility increases because there is a better fit between product and preferences; (ii) if her favorite product is not offered, the consumer...
متن کاملMultiproduct Firms, Information, and Loyalty * Multiproduct Firms, Information, and Loyalty
This study provides evidence that the portfolio of products offered by a multiproduct firm affects consumer purchase decisions with respect to each of its products. We present a theory that explains this empirical regularity. The theory involves revising the information set of consumers to include the profile of multiproduct firms. We show that revising the information set in this way introduce...
متن کاملSignaling advertising by multiproduct firms
We consider the use of advertising expenses as quality signals in multiproduct firms, extending previous results on single product firms. In our model a firm introduces sequentially two products whose qualities are positively correlated. We investigate whether there exist information spillovers from the first to the second market. We show that, when correlation is high, the equilibrium in marke...
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ژورنال
عنوان ژورنال: Journal of Industrial Economics
سال: 2006
ISSN: 0022-1821,1467-6451
DOI: 10.1111/j.1467-6427.2006.00278.x