Handbook of Marketing Analytics
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
Daniel M. Ringel and Bernd Skiera
Abstract
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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