"Fuzzy-needs" based competitive sets

strcuture and use

Sandra J. Burke

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution


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.
Original languageEnglish
Title of host publicationANZMAC 2007
Subtitle of host publicationproceedings : 3Rs - reputation, responsibility and relevance
EditorsMaree Thyne, Kenneth R. Deans, Juergen Gnoth
Place of PublicationDunedin, N.Z.
PublisherUniversity of Otago
Number of pages7
ISBN (Print)9781877156299
Publication statusPublished - 2007
EventAustralian and New Zealand Marketing Academy Conference (2007) - Dunedin, New Zealand
Duration: 3 Dec 20075 Dec 2007


ConferenceAustralian and New Zealand Marketing Academy Conference (2007)
CityDunedin, New Zealand

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    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.