Asymmetric competition is a form of business competition in which firms compete in some markets or contexts but not in others.[1] In such cases, a firm may choose to allocate competitive resources and marketing actions among its competitors out of proportion to their market share.[2][3][4] It can be visualized using techniques such as multidimensional scaling and perceptual mapping.
Forms
edit- Firm A competes with B in some markets, but not others.
- Firm A competes with B over certain attributes (such as reliability engineering and design) but not over others (price).
- Firm A considers B a competitor, but B does not consider A a competitor.
- Firm A does not consider B a competitor, but consumers see A's products as competing with B's products.
See also
editReferences
edit- ^ DeSarbo, Wayne S., Rajdeep Grewal, and Jerry Wind. "Who competes with whom? A demand‐based perspective for identifying and representing asymmetric competition." Strategic Management Journal 27, no. 2 (2006): 101–129.
- ^ Carpenter, Gregory S., Lee G. Cooper, Dominique M. Hanssens, and David F. Midgley. "Modeling asymmetric competition." Marketing Science 7, no. 4 (1988): 393–412.
- ^ Gonzalez-Benito, Oscar, Pablo A. Munoz-Gallego, and Praveen K. Kopalle. "Asymmetric competition in retail store formats: Evaluating inter-and intra-format spatial effects." Journal of Retailing 81, no. 1 (2005): 59–73.
- ^ Heath, Timothy B., Gangseog Ryu, Subimal Chatterjee, Michael S. McCarthy, David L. Mothersbaugh, Sandra Milberg, and Gary J. Gaeth. "Asymmetric competition in choice and the leveraging of competitive disadvantages." Journal of Consumer Research 27, no. 3 (2000): 291–308.
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