Multi-Utility: Strategic Option in deregulated markets? An Empirical Assessment Using Conjoint Measures
Journal
Journal of Strategic Marketing
ISSN
0965-254X
ISSN-Digital
1466-4488
Type
journal article
Date Issued
2004
Author(s)
Abstract
For former monopolies, the liberalization of European utility markets leads to a drastically changed competitive environment. Multi?utility, i.e. the bundling of various utility services, is often seen as a strategic response to these changes. However, consumer preferences and attitudes towards such Multi?Utility?Bundles are widely unknown. Using conjoint analysis, this paper evaluates potential benefits of such a strategy from a consumers' perspective and draws strategic implications for utility providers. Our results show that under current market conditions, multi?utility favors established providers as it creates entry barriers which will be hard to circumvent by new competitors.
Language
English
Keywords
Multi?utility
market entry
public policy
conjoint analysis
competitive strategy
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
Taylor & Francis
Publisher place
Abingdon
Volume
12
Number
1
Start page
57
End page
68
Pages
12
Subject(s)
Division(s)
Eprints ID
218087