Lee, Georgallis & Struben, 2022 - Matrix of Different Kinds of Markets - Demand disrupting
3 important questions on Lee, Georgallis & Struben, 2022 - Matrix of Different Kinds of Markets - Demand disrupting
What is an example of a Q2 market, so where demand is unclear?
Plant based-alternatives to meat such as tofu. It has existed for a long time, so we know there is no supply uncertainty, but demand is either low or uncertain because its not consistent with predominant consumer behaviour in the western world.
What are the challenges in Q2?
- Overcoming perceived quality / susty trade-off
- 'Constructing' product category:
- collective action needed to build legitimacy & consumer awareness
- non-excludable contributions => collective action problem
Why is the non-excludable contributions a Collective Action Problem?
Because the benefits are not exclusive, so they spread out to the market, industry, so it is more convenient for a company to wait for another company to engage in actors and then free-ruide from the increased consumer awareness.
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