Methods and Applications in Marketing Management, Public Policy, and Litigation Support
Edited by Natalie Mizik and Dominique M. Hanssens
Chapter 19: Visualizing asymmetric competitive market structure in large markets
Visualizing competitive relationships in large markets (i.e., markets containing over 1,000 products) is challenging. We discuss a new model called DRMABS (Decomposition and Re-assembly of MArkets By Segmentation) for such applications. DRMABS combines methods from multiple research disciplines such as biology, physics, computer science, and sociology with a new method of submarket-centric mapping to visualize asymmetric competition in large markets in a single two-dimensional map.
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