How information changes consumer behavior and how consumer behavior determines corporate strategy

被引:89
作者
Clemons, Eric K. [1 ]
机构
[1] Univ Penn, Wharton Sch, Philadelphia, PA 19104 USA
关键词
consumer informedness; long tail; marketing strategy; online reviews; resonance marketing; word-of-mouth marketing;
D O I
10.2753/MIS0742-1222250202
中图分类号
TP [自动化技术、计算机技术];
学科分类号
0812 ;
摘要
Information availability has increased consumers' informedness, the degree to which they know what is available in the marketplace, with precisely which attributes and at precisely what price. This informedness has altered the demand side of market behavior: customers now discount more heavily when comparable products are available from competitors and when products do not meet their wants, needs, cravings, and longings, but they no longer discount as heavily when purchasing unfamiliar products. Changes in the demand side are producing comparable changes in the supply side: firms earn less than their expectations when competing in traditional mass-market fat spots, while earning far more than previously when entering newly created resonance marketing sweet spots. We trace the impact of hyperdifferentiation and resonance marketing on strategy, with a clear progression from a limited number of fat spots, through reliance on line extensions, and ultimately to fully differentiated market sweet spots.
引用
收藏
页码:13 / 40
页数:28
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