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Visualizing asymmetric competitive market structure in large markets

Methods and Applications in Marketing Management, Public Policy, and Litigation Support

Daniel M. Ringel and Bernd Skiera

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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Thorsten Wiesel and Bernd Skiera