Summary
Contents
Written by a group of top American and international scholars, Networks in Marketing provides an overview of what networks are and how they are used in marketing management practices. This timely volume examines a variety of topics, including customer-to-customer and business-to-business networks, relationships as investment opportunities, and strategic alliances. It also looks at market dynamics, specifically brand switching and the structure of consumer networks. In addition to these major topics, a stellar cast of marketing scholars–Lou Stern, Robert Spekman, Joseph Galaskiewicz, and others–contributes mini chapters that reflect on their own research and expertise. The final chapter explores several advanced methodological issues and discusses directions for future research. Researchers and professionals in marketing, consumer behavior, relationship marketing, and methodologists will find the information provided in this volume valuable. This book may also be of interest to organizational networkers and traditional social network scholars.
Networks Analyses and Brand-Switching Behavior: The Ehrenberg Automobile Data
Networks Analyses and Brand-Switching Behavior: The Ehrenberg Automobile Data
Several researchers have examined Ehrenberg's “brand-switching data” representing the French and British automobile markets from 1986 to 1989. In this chapter, we model these data in a variety of ways. We present some basic contingency table analyses as baseline results against which to compare subsequent methods. We then consider these marketplaces as networks and explore some results that arise from network methodologies and philosophies. Finally, we model multiple networks simultaneously to study phenomena such as dynamic markets and cross-cultural competitive market structure.
Introduction
At the invitation of Professor Andrew Ehrenberg, then at the London Business School, 21 teams of researchers embarked on a project in which each team analyzed a ...
