Market Structure Analysis: Hierarchical Clustering of Products Based on Substitution-In-Use

Srivastava, R K and Leone, R P and Shocker, A D (1981) Market Structure Analysis: Hierarchical Clustering of Products Based on Substitution-In-Use. Journal of Marketing, 45 (3). pp. 38-48.

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In this paper, product usage data, employing a substitution-in-use criterion, are analyzed and shown to yield managerially useful product-market structures for financial services. These structures are identified through a form of hierarchical clustering which is different from traditional clustering routines in that it focuses on the explained or accounted for variance in the categorization of objects, thereby reducing groupings due to chance covariation.

Affiliation: Indian School of Business
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Srivastava, R K
Item Type: Article
Additional Information: The research paper was published by the author with the affiliation of University of Texas.
Uncontrolled Keywords: Market Structure Analysis, Hierarchical Clustering
Subjects: Marketing
Depositing User: Veeramani R
Date Deposited: 07 May 2019 17:27
Last Modified: 07 May 2019 17:27
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