The phenomenon of double jeopardy is commonly manifested in the structure of competitive markets where items differ in their popularity. It is defined as a phenomenon in which more-popular brands not only enjoy more buyers, but also have buyers who are more loyal. Conversely, less-popular brands are chosen by a smaller number of buyers. The jeopardy is doubled because the smaller, less-popular brands are purchased less often and in smaller quantities by their fewer buyers. This paper provides results from a study that tested for attitudinal and behavioral patterns of double jeopardy for furniture-related trade shows. Data indicate that smaller, less-popular trade shows suffer from regular patterns of double jeopardy much the same as those encountered in consumer goods. Managers in any forest-based industry can use this information to recognize the existence of double jeopardy patterns and to understand ramifications for their position within a given market.
|Original language||English (US)|
|Number of pages||6|
|Journal||Forest Products Journal|
|State||Published - Mar 1 1999|
All Science Journal Classification (ASJC) codes
- Materials Science(all)
- Plant Science