Competition for market share in the presence of strategic invisible assets: the US automobile market, 1971-1981

Article Abstract:

The assets of a company determine the effect that its marketing strategies will have on its business performance. Strategies which are hard to duplicate by competitors are those which rely on the intangible assets of the company such as corporate culture and brand image. These intangible assets have been an obstacle in understanding the real effects of marketing variables on performance. An analysis of the competitive situation in the US automobile market in the 1970s using this framework is presented. It is indicated that marketing mix effects and business performance are affected by firm-specific and country-specific invisible assets.

Motor vehicles and car bodies, Automobile industry

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Pioneering new markets: a comparison of market share winners and losers

Article Abstract:

Previous studies have shown that market pioneers can have a long-term advantage over later competitors through a larger market share and greater profitability. New research was undertaken to determine whether the success of market pioneers is related to any particular industry characteristics or competitive strategy. The results indicate that industry structure and competitive strategy do have an effect on the performance of market pioneers. It is apparent that heavy investments in establishing a large market franchise can help market pioneers shut out other competitors and give the former the highest returns over time.

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The changing consumer in Ireland

Article Abstract:

A number of factors have shaped Ireland's economy and have helped develop its consumer market. Factors such as the country's small size in terms of geography and population, its separation from mainland Europe and its link with the UK, the traditionally agricultural base of its economy and its recent industrialization as well as its political neutrality. Consumer confidence and spending declined in the 1980s owing to high unemployment and the recession, but economic recovery in the 1990s is seen to reverse this trend. The outlook for the rest of the 1990s also seem favorable.

Ireland, Beliefs, opinions and attitudes, Consumer behavior, Consumers, Attitudes

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