The Effect of Marketing Breadth and Competitive Spread on Category Growth
Yi Xiang, David Soberman, Hubert Gatignon
Production and Operations Management · 2022 · Volume 31 · Issue 2
Abstract
Understanding the patterns of demand evolution for a new category is important for firms to effectively manage capacity planning, market and service operations, and research and development. Our objective is to analyze how marketing at the industry level affects the evolution of primary demand in different stages of the product life cycle. We characterize the aggregate marketing activities in two constructs: marketing breadth and competitive spread. The first construct reflects the spread of spending acrossdifferent marketing instrumentsat the industry level, and the second construct reflects the spread of spending acrossdifferent firms. Though both constructs are related to the spread of spending within a category, we find that they have qualitatively different effects on category growth. An econometric model making use of the hierarchical nature of time observations within countries is estimated for each category. First, we find that high degrees of spending breadth impede market growth when the number of competitors is small (the category is young) but accelerate market growth when the number of competitors is higher (the category is maturing). Second, we find that high levels of competitive spread decrease category growth when spending levels are relatively low. However, as spending levels increase, the negative effect of competitive spread on demand growth all but evaporates.
Keywords
competitive spread, diffusion, marketing breadth, pharmaceutical industry, product life cycle
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