| Tekijä: | Kannan, P.K. Yim, C. K. |
| Otsikko: | An investigation of the impact of promotions on across- submarket competition |
| Lehti: | Journal of Business Research
2001 : SEP, VOL. 53:3, p. 137-149 |
| Asiasana: | COMPETITION PROMOTION PRODUCTS |
| Kieli: | eng |
| Tiivistelmä: | There is a recent trend among manufacturers of consumer packaged goods such as Proctor & Gamble to eliminate sales promotions and replace them with everyday low prices on their products. The objective of this study is to investigate whether and how such a significant change in promotional strategy would affect the competitive patterns in a market. The authors answer the following questions: what the impact of such a move would be on competition between different brands in a market; whether the competitive structure changes significantly as a result; how this would affect specific brands. The authors propose a methodology based on a dogit model of brand switching to evaluate and test the impact of promotions on competitive structure and to identify the nature of the impact. |
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