This thesis is about how insights from double jeopardy can validly be applied to market dynamics. It has been stated that when a brand increases its market share it will tend to move up some conceptual double jeopardy (DJ) line, with its penetration increasing comparatively more than its purchase frequency for a given market share change. There remains a gap in this approach to dynamics that is academically and managerially relevant. The growth of a particular brand immediately implies a change in the market of some sort and that means the double jeopardy line is likely to move. Rather than riding up a static double jeopardy curve a growing brand could be thought of as taking up a position on a new curve. / Thesis (PhD)--University of South Australia, 2007.
| Identifer | oai:union.ndltd.org:ADTP/267097 |
| Creators | Habel, Cullen Andrew. |
| Source Sets | Australiasian Digital Theses Program |
| Language | English |
| Detected Language | English |
| Rights | copyright under review |
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