haku: @author Franses, P.H. / yhteensä: 3
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| Tekijä: | Fok, D. Franses, P.H. |
| Otsikko: | Analyzing the effects of a brand introduction on competitive structure using a market share attraction model |
| Lehti: | International Journal of Research in Marketing
2004 : JUN, VOL. 21:2, p. 159-177 |
| Asiasana: | Marketing Market share Brands Competition Models |
| Kieli: | eng |
| Tiivistelmä: | The introduction of a new brand may change the competitive structure, which concerns the market shares and the marketing instrument elasticities. This paper develops a methodology to statistically test for the various possible changes in the competitive structure, with focus on weekly scanner data. A market share attraction model is developed to enable handling of a changing number of brands. The usefulness of the approach is illustrated in a simulation experiment where its implementation is compared with various alternative methods. |
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