A Comparative Analysis on Market Structure-Market Performance Model by Growth Stages in Global Mobile Market

This study is a comparative analysis of ´market structure-market performance model´ based on industry life cycle theory. We used the non-hierarchical cluster analysis for categorizing growth stages (embryonic-growth-maturity). To analysis relation between market structure and market performance, 46 countries´ 22 quarters (from 1st. 1999 to 4th. 2004) and 1,012 panel data were collected. In the result of this study, differences of market structure-market performance by development stage (embryonic-growth-maturity) are identified. In the embryonic stage, players have positive influence, but it has negative influence in the growth and mature stage. In the embryonic stage, rate of churn has negative influence and it has positive influence in the growth stage, and it has negative influence again in the mature stage. This change shows that mobile density, HHI, players and rate of churn are also change by the development stage. Finally, this study identified that structural changes cause difference market performance as well