The context of dominance: an industry‐driven framework for exploiting reputation

Abstract In spite of the growing interest in sustainable advantages, there has been little effort by strategy researchers to investigate market dominance. In this paper, the extent of dominance by leading firms is linked to the ability to develop and exploit their reputation as a key resource. Results from a wide spectrum of consumer product markets indicate that the advantages that stem from reputation are typically tied to specific industry characteristics. In particular, dominance is more likely to be observed in industries that offer consumer products that are purchased frequently and have lower prices. Copyright © 2003 John Wiley & Sons, Ltd.