"Fuzzy-needs" based competitive sets: Structure and use

Burke, S

"Fuzzy-needs" based competitive sets: Structure and use

Burke, S

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Publisher:: ANZMAC
Publication Type:: Conference Proceeding
Citation:: Proceedings of the 2007 ANZMAC Conference 3Rs: Reputation, Responsibility and Relevance, 2007, pp. 1 - 7
Issue Date:: 2007-01

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Field	Value	Language
dc.contributor.author	Burke, S	en_US
dc.contributor.editor	Thyne, M	en_US
dc.contributor.editor	Deans, KR	en_US
dc.date	2007-12-03	en_US
dc.date.issued	2007-01	en_US
dc.identifier.citation	Proceedings of the 2007 ANZMAC Conference 3Rs: Reputation, Responsibility and Relevance, 2007, pp. 1 - 7	en_US
dc.identifier.uri	http://hdl.handle.net/10453/11432
dc.description.abstract	A framework to aid in identifying relevant competitive sets in dynamic markets is proposed. It utilizes goal-oriented consumer categorization to derive competitive sets defined by consumers fuzzy needs-based consideration sets. Competitive sets are thus usage occasion specific, have fuzzy structures based on degree of multiple needs fulfilment, and change over time. This view differs from traditional competitive identification as the degree of competition is based on how similarly competitors are viewed as fulfilling the same multiplicity of needs and are in the same consideration sets across differing need fulfilment occasions. T he framework suggests how and when competitive sets should be identified and monitored to assess structural changes.	en_US
dc.publisher	ANZMAC	en_US
dc.relation.ispartof	Proceedings of the 2007 ANZMAC Conference 3Rs: Reputation, Responsibility and Relevance	en_US
dc.relation.ispartof	Australian and New Zealand Marketing Academy Conference	en_US
dc.title	"Fuzzy-needs" based competitive sets: Structure and use	en_US
dc.type	Conference Proceeding
utslib.location	Dunedin, New Zealand	en_US
utslib.location.activity	Dunedin, New Zealand	en_US
utslib.for	150504 Marketing Measurement	en_US
dc.location.activity	Dunedin, New Zealand	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Strength - CENSOC - Study of Choice
pubs.organisational-group	/University of Technology Sydney/Strength - CMOS - Centre for Management and Organisation Studies
utslib.copyright.status	open_access
pubs.consider-herdc	false	en_US
pubs.place-of-publication	Dunedin, New Zealand	en_US
pubs.start-date	2007-12-03	en_US

Abstract:

A framework to aid in identifying relevant competitive sets in dynamic markets is proposed. It utilizes goal-oriented consumer categorization to derive competitive sets defined by consumers fuzzy needs-based consideration sets. Competitive sets are thus usage occasion specific, have fuzzy structures based on degree of multiple needs fulfilment, and change over time. This view differs from traditional competitive identification as the degree of competition is based on how similarly competitors are viewed as fulfilling the same multiplicity of needs and are in the same consideration sets across differing need fulfilment occasions. T he framework suggests how and when competitive sets should be identified and monitored to assess structural changes.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/11432