Kunc, Martin, "Illustrating the Competitive Dynamics of an Industry: The Fast-Moving Consumer Goods Industry Case Study (Dana Meadows Award Winner)", 2005 July 17-2005 July 21
There are some industries whose strategic innovations are easier and faster to replicate because the products are mostly commodities, one of such industries is the fast-moving consumer goods industry (FMCG). In the fast-moving consumer goods industry, companies face a very difficult, if not almost impossible, task developing a competitive advantage based on differentiation or low cost strategies. The main reason is that competitors match or, even overtake innovations and costs reductions in a very short period. A case study illustrates the competitive dynamics of a market segment of this industry using a behavioral model (Morecroft, Lane, and Viita, 1991). The model captures the management team understanding of the competitive dynamics of the industry.
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- 2005 July 17-2005 July 21
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