Authors
Golovanova E.
|
Degree
|
PG Student, Faculty of Economics, Lomonosov Moscow State University |
|---|---|
|
E-mail
|
egolovanova042@gmail.com |
|
Location
|
Moscow |
|
Articles
|
Competitive Analysis Theory Evolution. How to Measure Competition OnlineThe major concepts of competitive analysis that are most commonly used nowadays even though
they were developed in the second half of the XX century are: Porter’s 5 Forces Model, SWOT
Analysis, 4P and etc. But in the current era lots of changes have significantly affected business infrastructure
that’s why great deal of studies are focused on expanding on the ideas, criticizing and
adapting classical competitive analysis model. That’s why this paper identifies different concepts
of competitive analysis and their evolution and introduces new online competitive analysis model
based on contemporary sources of data that can be used as additional source of information to
classical competitive analysis models or can be used as a separate tool.
Online competitive analysis model that is introduced in the paper named OE that stands for an abbreviation
of two types of channels: owned and earned as the model is based on calculation of net
traffic on the firms websites and net number of mentions of the brand or product. To test the model
the analysis of Russian beauty market players in luxury segment was conducted.
Read more...
Online Competitive Analysis Tools Based on the Consumer Decision Journey (On the Example of Luxury Beauty Segment)Nowadays in the era of digital economy, volumes of available real-time data on the consumer
behavior are growing rapidly. This should naturally encourage a shift in the ways of collecting and
analyzing information for competitive analysis. That is why many organizations are facing questions
if traditional competitive analysis tools and models are effective in the current reality? How to use
modern data to build an analysis of competition? In this current research author is trying to answer
this type of questions with the help of interviews with Russian luxury consumers.
The main aim of the study was to identify sources of information that luxury consumers use in
their decision-making journey. Based on the data collected in the interviews it was identified that the
sources of information vary depending on the stage of the consumer journey and include the following
online factors: search, brand web-site and online mentions that can be divided into three major
groups: online reviews, online publishers and blogs as well as mentions in social networks. Based on
this criteria author conduct competitive analysis of luxury beauty market in Russia.
The study may be interesting for companies and researchers specializing in luxury marketing in
Russia as well as on the global level.
Read more...
|
