Airplanes are like really big candy bars

Conference poster


Bennett, DR and Aston, H (2016). Airplanes are like really big candy bars. LSBU Research Summer School. London South Bank University, London 14 Jul 2016 London South Bank University.
AuthorsBennett, DR and Aston, H
TypeConference 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.

Keywordscapital goods; branding; laws of marketing
Year2016
PublisherLondon South Bank University
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Open
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Print14 Jul 2016
Publication process dates
Deposited28 Jul 2016
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