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- Title
MARKET STRUCTURE ANALYSIS: HIERARCHICAL CLUSTERING OF PRODUCTS BASED ON SUBSTITUTION-IN-USE.
- Authors
Srivastava, Rajendra K.; Leone, Robert P.; Shocker, Allan D.
- Abstract
In this paper, product usage data, employing a substitution-in-use criterion, are analyzed and shown to yield managerially useful product-market structures for financial services. These structures are identified through a form of hierarchical clustering which is different from traditional clustering routines in that it focuses on the explained or accounted for variance in the categorization of objects, thereby reducing groupings due to chance covariation.
- Subjects
PRODUCT bundling; COMMERCIAL products; PRODUCT management; PRODUCT differentiation; MARKETING research; FINANCIAL services industry; DECISION making in marketing; STRATEGIC planning; MARKETING planning; MARKETING
- Publication
Journal of Marketing, 1981, Vol 45, Issue 3, p38
- ISSN
0022-2429
- Publication type
Article
- DOI
10.1177/002224298104500303