Consumer marketing replicability: Concept and strategies
2009 (English)In: European Journal of Management, ISSN 1555-4015, Vol. 9, no 3, 134-141 p.Article in journal (Refereed) Published
In this conceptual paper, it is argued that companies need to adapt to the impact globalized broadbandInternet has on the marketing of goods in terms of replicability, a concept based on consumer satisfactionand the cost of obtaining the same subjective consumption experience from another source (includingproducing it yourself). Three types of goods are defined: non-, semi- and completely replicable. Firmsoffering non- and semi-replicable goods will still make profits, while it is argued that in the long run, firmsoffering only completely replicable goods will not be competitive, and disappear. The theoretical argumentis illustrated by the recent development of the movie industry in terms of replicability of the goods offered.It is argued that firms need to perform an in-depth analysis of their current consumers in order to be ableto segment them in terms of their perception of replicability of the goods. Three strategies for handlingreplicability are presented: branding, bundling and pricing. These entail perceptual repositioning fromreplicability towards non-replicability in the mind of consumers, as well as directing differentiated pricing strategies towards each consumer segment.
Place, publisher, year, edition, pages
2009. Vol. 9, no 3, 134-141 p.
Replicability, Consumer perceptions, Movie industry, Branding, Bundling, Pricing
IdentifiersURN: urn:nbn:se:kth:diva-74363OAI: oai:DiVA.org:kth-74363DiVA: diva2:489471
QC 201202032012-02-032012-02-032012-02-03Bibliographically approved