Airplanes are like really big candy bars
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.
|Authors||Bennett, DR and Aston, H|
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.
|Keywords||capital goods; branding; laws of marketing|
|Publisher||London South Bank University|
File Access Level
|14 Jul 2016|
|Publication process dates|
|Deposited||28 Jul 2016|
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