The value of strategic groups and mobility barriers is illustrated in the examination of competitive behaviour in industries subject to structural changes. Similarity in brand behaviour is observed across a number of product-markets within the convenience goods industry over time. The Trapped brand group is particularly vulnerable to changing structural forces.
CITATION STYLE
Cullen, B. (2015). Strategic Groups, Mobility Barriers and Trapped Brands. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 322–327). Springer Nature. https://doi.org/10.1007/978-3-319-13084-2_73
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