Market Share and Competitive Rivalry

Abstract

This article is primarily concerned with top management perceptions towards competitive rivalry in differing UK fmcg market structures. Moving away from concentration measures, the author develops a new methodology measuring “market rivalry” based on management response criteria. In all, 21 markets are examined in which indices of competition are outlined. To some extent there are certain areas where gaps could be closed by emphasis on differing elements of the marketing mix.

Citation

Kitchen, P.J. (1986), "Market Share and Competitive Rivalry", Marketing Intelligence & Planning, Vol. 4 No. 1, pp. 14-25. https://doi.org/10.1108/eb045722