Publication Type

Journal Article

Publication Date

1981

Abstract

In this paper, product usage data, employing a substitution-in-use criterion, are analyzed and shown to yield managerially useful product-market structures for financial services. These structures are identified through a form of hierarchical clustering which is different from traditional clustering routines in that it focuses on the explained or accounted for variance in the categorization of objects, thereby reducing groupings due to chance covariation.

Discipline

Marketing

Publication

Journal of Marketing

Volume

45

Issue

3

First Page

38

Last Page

48

ISSN

0022-2429

Identifier

10.2307/1251540

Embargo Period

10-12-2014

Included in

Marketing Commons

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