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

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dc.contributor.author Burke, Sandra en_US
dc.contributor.editor Thyne, M; Deans, KR en_US
dc.date.accessioned 2010-05-28T10:04:32Z
dc.date.available 2010-05-28T10:04:32Z
dc.date.issued 2007 en_US
dc.identifier 2009001651 en_US
dc.identifier.citation Burke Sandra 2007, 'Fuzzy-needs" based competitive sets: Structure and us', ANZMAC, Dunedin, New Zealand, pp. 1-7. en_US
dc.identifier.issn 978-1-877156-29-9 en_US
dc.identifier.other E2 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.language en_US
dc.publisher ANZMAC en_US
dc.relation.isbasedon http://conferences.anzmac.org/ANZMAC2007/papers/SBurke_1.pdf en_US
dc.title "Fuzzy-needs" based competitive sets: Structure and use en_US
dc.parent Proceedings of the 2007 ANZMAC Conference 3Rs: Reputation, Responsibility and Relevance en_US
dc.journal.volume en_US
dc.journal.number en_US
dc.publocation Dunedin, New Zealand en_US
dc.identifier.startpage 1 en_US
dc.identifier.endpage 7 en_US
dc.cauo.name BUS.School of Marketing en_US
dc.conference Verified OK en_US
dc.for 150504 en_US
dc.personcode 102531 en_US
dc.percentage 100 en_US
dc.classification.name Marketing Measurement en_US
dc.classification.type FOR-08 en_US
dc.edition en_US
dc.custom Australian and New Zealand Marketing Academy Conference en_US
dc.date.activity 20071203 en_US
dc.location.activity Dunedin, New Zealand en_US
dc.description.keywords NA en_US
dc.staffid en_US
dc.staffid 102531 en_US

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