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.
|Title of host publication||ANZMAC 2007|
|Subtitle of host publication||proceedings : 3Rs - reputation, responsibility and relevance|
|Editors||Maree Thyne, Kenneth R. Deans, Juergen Gnoth|
|Place of Publication||Dunedin, N.Z.|
|Publisher||University of Otago|
|Number of pages||7|
|Publication status||Published - 2007|
|Event||Australian and New Zealand Marketing Academy Conference (2007) - Dunedin, New Zealand|
Duration: 3 Dec 2007 → 5 Dec 2007
|Conference||Australian and New Zealand Marketing Academy Conference (2007)|
|City||Dunedin, New Zealand|
|Period||3/12/07 → 5/12/07|
Burke, S. J. (2007). "Fuzzy-needs" based competitive sets: strcuture and use. In M. Thyne, K. R. Deans, & J. Gnoth (Eds.), ANZMAC 2007: proceedings : 3Rs - reputation, responsibility and relevance (pp. 525-531). Dunedin, N.Z.: University of Otago.