Airplanes are like really big candy bars

Dag Bennett; Helen Aston

Airplanes are like really big candy bars

Marketing, Tourism, Events and Hospitality

Research output: Contribution to conference › Poster

Abstract

Our Contribution Our new finding is that the competitive structure of a capital goods market conforms to the laws of marketing. Contrary to contemporary theory (e.g. McCabe & Stern, 2009, Stacey & Wilson, 2015) we show that the competitive market structure for aircraft is like that for consumer goods. Buying is stochastic, but predictable, based on underlying buying propensities. In addition, readily available and reliable information makes analysis accessible and straightforward.

Original language	English
Publication status	Published - 14 Jul 2016
Event	LSBU Research Summer School - Duration: 14 Jul 2016 → …

Conference

Conference	LSBU Research Summer School
Period	14/07/16 → …

Keywords

branding
laws of marketing
capital goods

Cite this

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abstract = "Our Contribution Our new finding is that the competitive structure of a capital goods market conforms to the laws of marketing. Contrary to contemporary theory (e.g. McCabe & Stern, 2009, Stacey & Wilson, 2015) we show that the competitive market structure for aircraft is like that for consumer goods. Buying is stochastic, but predictable, based on underlying buying propensities. In addition, readily available and reliable information makes analysis accessible and straightforward.",

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AB - Our Contribution Our new finding is that the competitive structure of a capital goods market conforms to the laws of marketing. Contrary to contemporary theory (e.g. McCabe & Stern, 2009, Stacey & Wilson, 2015) we show that the competitive market structure for aircraft is like that for consumer goods. Buying is stochastic, but predictable, based on underlying buying propensities. In addition, readily available and reliable information makes analysis accessible and straightforward.

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KW - laws of marketing

KW - capital goods

M3 - Poster

T2 - LSBU Research Summer School

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ER -

Airplanes are like really big candy bars

Abstract

Conference

Keywords

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