Novel Approaches for Analyzing Market Structure Evolution
Final Report Abstract
Decision-makers across various domains often navigate dynamic environments. Markets continually adapt to technological innovations, political landscapes shift with public sentiment, and consumers’ online behaviors evolve with their changing interests. However, traditional marketing research approaches are designed for more static settings. However, they often fall short of addressing the challenges of such dynamic contexts. For example, static mapping methods struggle to depict changes over time, making them inadequate for longitudinal analysis. This project developed novel tools that enable decision-makers to visualize, explore, and understand the dynamic environments in which they operate. We created statistical software that allows data scientists to apply our methodology across different contexts. We also provided interactive tools that make the results accessible to non-technical decision-makers. Our project demonstrated that these tools, when combined with readily available textual data such as firm reports or political speeches, can effectively reveal how competitive environments evolve over time across industries or contexts. Thus, the project offers a versatile set of tools that can help decision-makers monitor the dynamic environments in which they operate.
Publications
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Mapping Market Structure Evolution. Marketing Science, 42(3), 589-613.
Matthe, Maximilian; Ringel, Daniel M. & Skiera, Bernd
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“Charting Dynamic Environments”, Dissertation at Faculty of Economics and Business at Goethe University Frankfurt.
Matthe, Maximilian
