A Time Series Analysis to Asymmetric Marketing Competition Within a Market Structure

As a complementary to the existing studies of competitive market structure analysis, the present paper proposed a time series methodogy to provide a more detailed picture of marketing competition in relation to competitive market structure. Two major hypotheses were tested as part of this project. First, it was found that some significant cross-lead and lag effects of marketing variables on sales between brands existed even between differents submarkets. Second, it was found that high quality brands were able to have the cross-lead and lag effects on the sales of other high quality brands and low quality brands while the reverse was not true, supporting the theory of asymmetric switching or sales effects of marketing variables even for the case of durables. Scientific and managerial implications were presented and some future research directions were suggested. Classification system for journal articles: C190, D490, M310, M370