Multi-Utility: Strategic Option in deregulated markets? An Empirical Assessment Using Conjoint Measures

Item Type Journal paper
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.

Authors Schlegelmilch, Bodo & Ambos, Björn
Journal or Publication Title Journal of Strategic Marketing
Language English
Keywords Multi?utility, market entry, public policy, conjoint analysis, competitive strategy
Subjects business studies
HSG Classification contribution to scientific community
Refereed Yes
Date 2004
Publisher Taylor & Francis
Place of Publication Abingdon
Volume 12
Number 1
Page Range 57-68
Number of Pages 12
ISSN 0965-254X
ISSN-Digital 1466-4488
Publisher DOI 10.1080/0965254032000171591
Depositing User Anja Schuster
Date Deposited 21 Nov 2012 22:57
Last Modified 23 Aug 2016 11:15
URI: https://www.alexandria.unisg.ch/publications/218087

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Citation

Schlegelmilch, Bodo & Ambos, Björn (2004) Multi-Utility: Strategic Option in deregulated markets? An Empirical Assessment Using Conjoint Measures. Journal of Strategic Marketing, 12 (1). 57-68. ISSN 0965-254X

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https://www.alexandria.unisg.ch/id/eprint/218087
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