haku: @author Gatignon, H. / yhteensä: 16
viite: 4 / 16
| Tekijä: | Parker, P. Gatignon, H. |
| Otsikko: | Order of entry, trial diffusion, and elasticity dynamics: an empirical case |
| Lehti: | Marketing Letters
1996 : JAN, VOL. 7:1, p. 95-109 |
| Asiasana: | MARKETING ADVERTISING DIFFUSION |
| Kieli: | eng |
| Tiivistelmä: | This paper considers the diffusion process of new brands in order to estimate marketing mix elasticities and order-of-entry effects. Using an empirical case, the authors test hypotheses regarding the role of order of entry on brand trial processes within a new category. Consistent with research hypotheses, the results demonstrate that the diffusion rate of a brand's trials and its pricing and advertising elasticities vary systematically as a function of competitive entry. Competitive influences increase as order of entry is delayed. |
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