Competition in marketing

Viac o knihe

Dr. Magin's dissertation research examines the influence of demand-related information (DRI) on marketing activities. She investigates how firms with DRI compare to those without in terms of product introduction, consumer satisfaction, and profitability. This part of her work synthesizes existing marketing information knowledge, formulates new hypotheses, empirically tests them, and connects the findings to managerial practices and future research opportunities. Additionally, her research includes a theoretical and quantitative analysis of product differentiation, focusing on distance functions, distance measures, and spatial product differentiation. In the initial phase, Dr. Magin integrates concepts from economics, game theory, decision research, and social psychology to develop a comprehensive set of hypotheses. To empirically validate these, she undertakes extensive primary data collection through a complex market simulation over three years, employing various conservative testing methods. Her findings reveal significant support for the hypothesized connections, contributing valuable insights to the field.