A Niche Share Approach for Assessing Brand Performance and Identifying Competitive GroupsJan 1, 1994 George R. Milne and Charlotte H. Mason, 1994, 94-107
Proposes and tests a new measure of performance and competitive position called niche share, which measures a brand's success in capturing its target market; explains how niche share measures overcome limitations of traditional market share measures and suggests how managers can use the new approach.
New Tools for Understanding Brand Competition: Integrating Household and Retail Scanner DataJan 1, 1993 Gary J. Russell and Wagner A. Kamakura, 1993, 93-101
Describes a method for enriching brand competition analysis by integrating consumer and market data obtained from retail checkout scanners.
Market Orientation, Performance, and the Moderating Influence of Competitive EnvironmentJan 1, 1992 Stanley F. Slater and John C. Narver, 1992, 92-118
Tests for moderator effects of a business's market environment on the relationship between market orientation and performance.
Determining the Competitive Structure of Product-Markets: Practices, Issues, and SuggestionsJan 1, 1990 Allan D. Shocker, David W. Stewart, and Anthony J. Zahorik, 1990, 90-115
Literature review addressing nature of interproduct competition, measurement, and market structure.
Competitors as Sources of Innovative Marketing StrategiesJan 1, 1986 C. Whan Park and Daniel C. Smith, 1986, 86-109
Discusses the need for a "learning" perspective on competition in contrast to a "warfare" perspective; offers a procedure for identifying competitors that a firm can learn from.
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