Essays on Me-too Brands

Essays on Me-too Brands

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Essay one examines the strategies of supermarket me-too brands. Current research in marketing focuses mainly on the benefits of new feature introduction and overlooks the importance of feature imitation. The prevalence of me-too brands merits investigation. In our sample, for example, there are three times as many me-too brands as feature pioneers. Based on the order of entry and brand equity literatures, this research examines the effectiveness of different marketing strategies used by me-too brands. Four me-too strategies are: (1) price lower, (2) leverage brand equity, (3) be a fast follower, and (4) if not able to imitate fast, be the first me-too. Empirically, all three types of me-too brands do not rely on price cuts to build market share. Instead, they set prices consistent with their parent brand. Me-too brand extensions often rely on strong brand equity to compensate for their late entry. Across these me-too brands, fast followers tend to have the highest subcategory market shares. Finally, first me-too brands who are not fast have significantly higher subcategory shares than later me-toos. Thus, entry order effects are present across these three types of me-too brands.Levitt, Theodore (1965), a€œExploit the Product Life Cycle, a€ Harvard Business Review, 43 (6) 81-94. ---- (1966) ... Mukherjee, Ashesh and Wayne D. Hoyer ( 2001), a€œThe Effect of Novel Attributes on Product Evaluation, a€ Journal of Consumer Research, ... A Theoretical and Empirical Question, a€ Journal of Business, 58 (3) 279-93.

Title:Essays on Me-too Brands
Author: Ian Clark Sinapuelas
Publisher:ProQuest - 2007

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