Defining market boundaries

Article Abstract:

Spatial information regarding product supply and demand are useful in ascertaining the geographic boundaries of markets. In doing so, marketers can perform measurement of competitive conditions in a manner that is more detailed than if traditional procedures are used. Two approaches to market definition are developed and compared. The first method, referred to as the natural market approach, is based on industrial organization economics studies while the second method, called the enactment approach, is linked to the open systems point of view on organizations. Based on their application to a number of San Francisco Bay area hospitals, the two approaches are found to produce geographic market boundaries that generate finely defined markets and demonstrate differences in competitive conditions across the region. These variations cannot be identified using conventional procedures in market definition.

Methods, Marketing research, Market research, Boundaries, Boundaries (Geography)

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'The extraordinary self': Gothic culture and the construction of the self

Article Abstract:

Gothic consumption can be regarded as an example of 'extraordinary self-construction.' The reality of everyday experience is overshadowed by self-authorship of a fantastic, striving narrative. The Goth culture gives a valuable insight into the experience of extraordinary consumer self-authorship through the dramatic and unusual nature of external self-constructions Goths present to ordinary people. Gothic can be seen as offering a case situation for the investigation of individual identity as shown in dress and personal grooming.

Consumer Behavior, Popular culture, Germanic tribes, Germanic peoples

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