کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
10491225 | 939404 | 2005 | 8 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
The all-American beer: a case of inferior standard (taste) prevailing?
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کلمات کلیدی
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
کسب و کار و مدیریت بین المللی
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چکیده انگلیسی
America's preference for homogeneous, bland-tasting beer may have been largely derived not from an efficient, market-clearing equilibrium, but rather as a result of a series of interesting historical processes and events. The authors argue that the U.S. market may have become locked in a sub-optimal equilibrium in which most consumers are no longer familiar with the full range of what beer is and can be. As a result, most competition in this market concerns advertising campaigns designed to differentiate between increasingly generic beers. Although the concepts of path dependency, switching costs, and lock-in have been employed principally in studies discussing technology standards, these ideas may be usefully extended to consumer branded products, including foods and beverages.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Business Horizons - Volume 48, Issue 1, JanuaryâFebruary 2005, Pages 79-86
Journal: Business Horizons - Volume 48, Issue 1, JanuaryâFebruary 2005, Pages 79-86
نویسندگان
David Y. Choi, Martin H. Stack,