search query: @author Kalyanaram, G. / total: 5
reference: 4 / 5
| Author: | Kalyanaram, G. Wittink, D. |
| Title: | Heterogeneity in entry effects between nondurable consumer product categories |
| Journal: | International Journal of Research in Marketing
1994 : JUN, VOL. 11:3, p. 219-231 |
| Index terms: | CONSUMERS NON-DURABLE GOODS PRODUCTS |
| Language: | eng |
| Abstract: | The authors of this article investigate the effects of order of entry and the time between successive entrants on market share, using scanner data for five nondurable consumer product categories. The analysis shows much stronger entry effects if product category heterogeneity in marketing variables' parameters is accommodated, relative to the assumption of homogeneity. The authors find product category heterogeneity in the entry variables' parameters as well. |
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