search query: @author Reibstein, D. / total: 4
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| Author: | Reibstein, D. Farris, P. |
| Title: | Market share and distribution: a generalization, a speculation, and some implications |
| Journal: | Marketing Science
1995 : VOL. 14:3/2-2, p. G190-G202 |
| Index terms: | DISTRIBUTION MARKET SHARE BRANDS |
| Language: | eng |
| Abstract: | In this paper the authors review evidence of a generalized convex cross-sectional relationship between retail distribution and unit market share, i.e., large-share brands have more share points per percentage of distribution and share can help explain many phenomena in marketing, including this convex shape: (1) market share is both a cause and an effect of distribution, and (2) when combined with the assumption of low search loyalty results in customers being willing to switch from preferred to available brands. |
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