Abstract
Customers have proven to be a precious source of new solutions in various product categories and, by becoming directly involved in the innovation process, they can help companies better anticipate market changes. Darwinism in business is a concept derived from the Darwinian ideology of biological evolution. Many successful global companies have set the example of their evolution in the market over a long period by sustaining in various conflicting situations. This chapter discusses the survival of the fittest and struggle for existence axioms of Darwinism in reference to companies operating in varied market taxonomies. The chapter especially refers to notions of struggle for existence being used to justify various business policies, which make no distinction between those companies that are able to support themselves and those unable to cordon their growth in business against competition. This chapter addresses the competition matrix with two-dimensional focuses in reference to the shifts in marketing-mix elements, and the causes and effects of firms on consumer values in general. The discussions are woven around market complexities emerging out of the diffusion and adoption of technology.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Adner, R. and Snow, D. C. (2010), Bold retreat: A new strategy for old technologies, Harvard Business Review, 88 (3), 76–81.
Anderson, J. E. (1979), A theoretical foundation for the gravity equation, American Economic Review, 69 (1), 106–116.
Atsu, A., Guide, V. D. R., and Wassenhove, L. N. V. (2010), So what if remanufacturing cannibalizes my new product sales?, California Management Review, 52 (2), 56–76.
Blumenthal, D. (2002), Beyond “form versus content”: Simmelian theory as a framework for adaptive brand strategy, Journal of Brand Management, 10 (1), 9–18.
Clayton, C. M. (2003), Beyond the Innovator’s Dilemma, Harvard Business Publishing Newsletter, March 01, Boston, MA.
Cravens, D. W., Piercy, N. F., and Prentice, A. (2000), Developing market-driven product strategies, Journal of Product and Brand Management, 9 (6), 369–388.
Cruickshank, J. A. (2009), A play for rurality: Modernization versus local autonomy, Journal of Rural Studies, 25 (1), 98–107.
Debruyne, M. and Reibstein, D. J. (2005), Competitor see, competitor do: Incumbent entry in new market niches, Marketing Science, 24 (1), 55–66.
Desai, P. S. (2001), Quality segmentation in spatial markets: When does cannibalization affect product line design?, Marketing Science, 20 (3), 265–283.
Desmet, K. and Parente, S. L. (2010), Bigger is better: Market size, demand elasticity, and innovation, International Economic Review, 51 (2), 319–333.
Doz, Y. L. and Hamel, G. (1998), Alliance Advantage: The Art of Creating Value through Partnerships, Boston, MA: Harvard Business School Press.
Dubey, J. and Patel, R. P. (2004), Small wonders of the Indian market, Journal of Consumer Behaviour, 4 (2), 145–151.
Erhun, F., Concalves, P., and Hopman, J. (2007), Art of managing new products transition, MIT Sloan Management Review, 48 (3), 73–80.
Flores, F., Letelier, M. F., and Spinosa, C. (2003), Developing productive customers in emerging markets, California Management Review, 45 (4), 77–103.
Ganesh, J. (2004), Managing customer preferences in a multi-channel environment using Web services, International Journal of Retail & Distribution Management, 32 (3), 140–146.
Goldthorpe, J. H. (2000), Globalization and social class, West European Politics, 25 (3), 1–28.
Hayes, J. B., Alford, B. L., Silver, L., and York, R. P. (2006), Looks matter in developing consumer-brand relationships, Journal of Product and Brand Management, 15 (5), 306–315.
Hedaa, L. and Ritter, T. (2005), Business relationships on different waves: Paradigm shift and marketing orientation revisited, Industrial Marketing Management, 34 (7), 714–721.
Hwang, A. (2010), More than 20 companies join Taiwan Blu-ray Disc Consortium, DIGITIMES, Taipei, April 29.
Kapferer, J. N. (2000), Strategic Brand Management, 2nd ed., London: Kogan Press, 125–140.
Levitt, T. (1960), Marketing myopia, Harvard Business Review, 38 (4), 45–56.
Li, W. (1999), A tale of two reforms, Rand Journal of Economics, 30 (1), 120–136.
MacMillan, I. C. and McGrath, R. G. (1997), Discovering new points of differentiation, Harvard Business Review, 75 (4), 133–145.
Medlin, B. Dawn and Romaniello, Adriana (2008), The cost of electronic retailing: Prevalent security threats and their results, International Journal of Electronic Marketing and Retailing, 2 (1), 80–96.
Meredith, L. and Maki, D. (2001), Product cannibalization and the role of prices, Applied Economics, 33 (14), 1785–1793.
Moorthy, K. S. and Png, I. P. L. (1992), Market segmentation, cannibalization, and the timing of product introductions, Management Science, 38 (3), 345–359.
Prahalad, C. K. (2002), Strategies for the bottom of the economic pyramid: India as a source of innovation, Reflections: The SOL Journal, 3 (4), 6–18.
Prahalad, C. K. and Hammond, A. (2002), Serving the world’s poor, profitably, Harvard Business Review, 80 (9), 48–58.
Prahalad, C. K. and Lieberthal, K. (2003), The end of corporate imperialism, Harvard Business Review, 81 (8), 109–117.
Quinn, R. S. (1985), Managing innovation: Controlled chaos, Harvard Business Review, 63 (3), 73–84.
Rajagopal (2006), Brand excellence: Measuring impact of advertising and brand personality on buying decisions, Measuring Business Excellence, 10 (3), 55–65.
Rajagopal (2009), Branding paradigm for bottom of the pyramid markets, Measuring Business Excellence, 13 (4), 58–68.
Rajagopal and Rajagopal, A. (2007), Architecting brands: Managerial process and control, Journal of Transnational Management, 12 (3), 25–37.
Reed, G., Story, V., and Saker, J. (2004), Information technology: Changing the face of automotive retailing?, International Journal of Retail & Distribution Management, 32 (1), 19–32.
Sabharwal, A. P., Gorman, M. E., and Werhane, P. H. (2004), Case study: Hindustan Lever Limited and marketing to the poorest of the poor, International Journal of Entrepreneurship and Innovation Management, 4 (5), 495–511.
Sehrawet, M. and Kundu, S. C. (2007), Buying behaviour of rural and urban consumers in India: The impact of packaging, International Journal of Consumer Studies, 31 (6), 630–638.
Soberman, D. A. (2003), Role of differentiation in markets driven by advertising, California Management Review, 45 (3), 130–146.
Strikwerda, J. and Stoelhorst, J. W. (2009), The emergence and evolution of the multidimensional organization, California Management Review, 51 (4), 11–31.
The Economist (1998), Asia’s brand barons go shopping, March 28, 60.
Thomas, R., Tillmann, W., and Fawcett, S. (2008), Project management in retailing: Integrating the behavioral dimension, International Review of Retail, Distribution and Consumer Research, 18 (3), 325–341.
Author information
Authors and Affiliations
Copyright information
© 2015 Rajagopal
About this chapter
Cite this chapter
Rajagopal (2015). Darwinism in the Marketplace. In: The Butterfly Effect in Competitive Markets. Palgrave Macmillan, London. https://doi.org/10.1057/9781137434975_6
Download citation
DOI: https://doi.org/10.1057/9781137434975_6
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-49312-8
Online ISBN: 978-1-137-43497-5
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)