Affiliation:
1. Century Club Centennial Professor of Business Administration, University of Texas at Austin.
2. Assistant Professor of Marketing Administration, University of Texas at Austin.
Abstract
Methods are proposed for assessing the boundary coincidence of two market areas that share the same distribution point. These methods may be used to test whether market areas vary in different dimensions such as products, days, or time periods. Four measures of market area size and overlap are presented, along with a statistical method for decomposing market boundary differences. The measures are illustrated using an example.
Subject
Marketing,Business and International Management
Cited by
11 articles.
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