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Market Competition Across Generations

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Transgenerational Marketing

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Abstract

Since the late twentieth century, the business dynamics has turned bidirectional, wherein multinational companies tend to penetrate the emerging markets and the bottom of the pyramid market segment, while the regional companies are driving to go global. Under such dynamics, companies need to establish internal and external fit within the organization among the employees as well as with the market players. This chapter addresses the evolution of market competition across generations explaining the wide array of marketing-mix elements. The macro- and micro-decision development perspectives of companies in the emerging markets that affect business growth and economic development have also been discussed in this chapter. The chapter focuses on conducting competitor analysis and developing effective competitive strategies in reference to taxonomy of market competition, effects of competitive forces, and complexities in managing market competition.

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Authors and Affiliations

  1. EGADE Business School, Tecnológico de Monterrey, Mexico City, Mexico

    Rajagopal

  2. Metropolitan College, Boston University, Boston, MA, USA

    Rajagopal

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Rajagopal (2020). Market Competition Across Generations. In: Transgenerational Marketing. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-33926-5_8

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