Competitive Maps: The Structure Underlying Asymmetric Cross Elasticities
用三模因子分析揭示市场占有率吸引模型中非对称交叉弹性的系统结构，通过零售点和周度的变化识别竞争模式，并构建品牌间的竞争压力地图。
A special case of three-mode factor analysis is used to portray the systematic structure underlying asymmetric cross elasticities for a broad class of market-share attraction models. Analysis of the variation over retail outlets and weeks reveals competitive patterns corresponding to sales for the major brands in the market as well as patterns reflecting shelf-price competition. Analysis of the brand domain results in a joint space. One set of brand positions portrays how brands exert influence over the competition. The other set of points portrays how brands are influenced by others. The interset distances (angles) provide direct measures of competitive pressures. Maps are formed as spatial representations of each of the competitive patterns discovered.