Find an example of consumer product market that fits John Sutton’s theory of the domination of...

Find an example of consumer product market that fits John Sutton’s theory of the domination of brand-named firms and discuss why this is the case. Would his theory fit other types of industries? Why or why not?

Expert Solution

A clear example of John Sutton’s theory is the smart phone industry. Apple dominates in this industry because of their brand-name. Research has shown that other phones produced by Samsung, Windows, Google, etc. can be far superior in performance and capabilities yet consumers still choose Apple. Their brand is well established and their customers are extremely loyal. Apple offers connectivity and a sense of belonging which has built their brand loyalty. Those with iPhone know when there are texting a non-iPhone user because the messages are green. This in turn creates a feeling that those who do not have iPhone are outsiders. Many people prefer Apple just as many people prefer Green Giant vegetables, as described in the text, because of the brand. Alternatives to the brand can be the same or even better but people will gravitate to a specific brand. Connection to or preference for a brand can really extend to any industry. In today’s highly concentrated markets, brand reputation is almost essential for a product to be successful.

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keosha answered 2 days ago

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