Paper Info
Title
When Online Reviews Meet Hyperdifferentiation: A Study of Craft Beer Industry
Abstract
We analyze how online reviews are used to evaluate the effectiveness of product differentiation strategies based on the theories of hyperdifferentiation and resonance marketing. Hyperdifferentiation says that firms can now produce almost anything that appeals to consumers and they can manage the complexity of the increasingly diverse product portfolios that result. Resonance marketing says that informed consumers will purchase products that they actually truly want. When consumers become more informed, firms that provide highly differentiated products should experience higher growth rates than firms with less differentiated offerings. We construct measures of product positioning based on online ratings and find supportive evidence using sales data from the craft beer industry. In particular, we find that the variance of ratings and the strength of the most positive quartile of reviews play a significant role in determining which new products grow fastest in the market-place. This supports our expectations for resonance marketing.
Year
DOI
Venue
2006
10.1109/HICSS.2006.534
System Sciences, 2006. HICSS '06. Proceedings of the 39th Annual Hawaii International Conference
Keywords
Field
DocType
product positioning,product differentiation strategy,online reviews meet hyperdifferentiation,new product,online review,resonance marketing,craft beer industry data,informed consumer,diverse product portfolio,craft beer industry,differentiated product,online rating,motion pictures,resonance,product differentiation,differentiated products
Craft,Advertising,Appeal,Computer science,Beverage industry,Beer industry,Marketing,Product differentiation
Conference
Volume
Issue
ISSN
23
2
1530-1605
ISBN
Citations 
PageRank 
0-7695-2507-5
204
16.73
References 
Authors
11
3
Search Limit
100204
Name
Order
Citations
PageRank
Eric K. Clemons12430633.72
Guodong (Gordon) Gao245527.90
Lorin M. Hitt32426223.11