{"title":"在竞争对手组合变化较大的情况下进行品牌规划的方法","authors":"Mayukh Dass , Piyush Kumar , Manaswini Acharya","doi":"10.1016/j.jbusres.2024.114798","DOIUrl":null,"url":null,"abstract":"<div><p>We present a novel approach to enable parsimonious local brand planning in situations where a brand’s competitive set varies substantially across points of sale. We conceptualize the entire assortment of products from all the rivals at a point of sale as a unique, holistic unit of competition that vies with the focal brand for a share of the local market. We then apply a mixture-type model to consumer transactions data to explicate clusters of assortments within which a brand has similar levels of sensitivity to assortment composition and local marketing mix activities. Our results reveal substantial variation in these assortment clusters across brands within a product category. Additionally, we find large variation in the sensitivity of a brand’s share to local marketing instruments, and asymmetry in the effectiveness of these instruments in offensive versus defensive modes. We use these findings to provide guidance for parsimonious local marketing planning in situations where competitive assortments vary across points of sale.</p></div>","PeriodicalId":15123,"journal":{"name":"Journal of Business Research","volume":null,"pages":null},"PeriodicalIF":10.5000,"publicationDate":"2024-06-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"An approach to brand planning under high competitor set variation\",\"authors\":\"Mayukh Dass , Piyush Kumar , Manaswini Acharya\",\"doi\":\"10.1016/j.jbusres.2024.114798\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><p>We present a novel approach to enable parsimonious local brand planning in situations where a brand’s competitive set varies substantially across points of sale. We conceptualize the entire assortment of products from all the rivals at a point of sale as a unique, holistic unit of competition that vies with the focal brand for a share of the local market. We then apply a mixture-type model to consumer transactions data to explicate clusters of assortments within which a brand has similar levels of sensitivity to assortment composition and local marketing mix activities. Our results reveal substantial variation in these assortment clusters across brands within a product category. Additionally, we find large variation in the sensitivity of a brand’s share to local marketing instruments, and asymmetry in the effectiveness of these instruments in offensive versus defensive modes. We use these findings to provide guidance for parsimonious local marketing planning in situations where competitive assortments vary across points of sale.</p></div>\",\"PeriodicalId\":15123,\"journal\":{\"name\":\"Journal of Business Research\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":10.5000,\"publicationDate\":\"2024-06-26\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Business Research\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://www.sciencedirect.com/science/article/pii/S0148296324003023\",\"RegionNum\":1,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Business Research","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0148296324003023","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
An approach to brand planning under high competitor set variation
We present a novel approach to enable parsimonious local brand planning in situations where a brand’s competitive set varies substantially across points of sale. We conceptualize the entire assortment of products from all the rivals at a point of sale as a unique, holistic unit of competition that vies with the focal brand for a share of the local market. We then apply a mixture-type model to consumer transactions data to explicate clusters of assortments within which a brand has similar levels of sensitivity to assortment composition and local marketing mix activities. Our results reveal substantial variation in these assortment clusters across brands within a product category. Additionally, we find large variation in the sensitivity of a brand’s share to local marketing instruments, and asymmetry in the effectiveness of these instruments in offensive versus defensive modes. We use these findings to provide guidance for parsimonious local marketing planning in situations where competitive assortments vary across points of sale.
期刊介绍:
The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.