Firm-based market structure analysis using competitive advertising responses
Minhi Hahn andSung-ah Ahn Korea Advanced Institute of Science and Technology,Seoul, KoreaChanghoon Shin Korea Maritime University, Pusan, KoreaSang-June Park Chonbuk National University, Chonju, Korea
Introduction
Market structure analysis (hereafter MSA) is the partitioning of a set of products into submarkets where a product in a submarket competes more closely with products in the same submarket than with those belonging to a different submarket (Urban et al., 1984; Grover and Srinivasan 1987). The MSA provides visual maps of competitiveness among products that managers can...