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EMAC 2019 Annual Conference

Market Evolution Mapping

Published: May 28, 2019


Maximilian Matthe, Goethe-University Frankfurt; Daniel Ringel, University of North Carolina at Chapel Hill; Bernd Skiera, Goethe-University Frankfurt, Germany


Market Structure Analysis; Data Visualization; Marketing Dynamics


The study of marketing variables over time provides valuable insights into their timing, trajectories and temporal persistence. What is relatively straight forward for individual variables becomes a daunting task in competitive market structure analysis where changes among hundreds of objects (e.g., firms, brands or products) with thousands of relationships must be tracked over time. Although data visualization facilitates such analysis, extant models are unable to visualize structural changes over time. Herein we propose the first model capable of visualizing competitive market structure over time. We apply our model to customer reviews on to study the emergence of new sub-markets.