Which Brands Gain Share from Which Brands? Inference from Store-Level Scanner Data
نویسندگان
چکیده
منابع مشابه
Which Brands Gain Share From Which Brands? Inference From Store-Level Scanner Data
Market share models for weekly store-level data are useful to understand competitive structures by delivering own and cross price elasticities. These models can however not be used to examine which brands lose share to which brands during a specific period of time. It is for this purpose that we propose a new model, which does allow for such an examination. We illustrate the model for two produ...
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In several product categories, retailers have launched store brands to compete with national brands on both price and quality. Furthermore, in some of these categories, retailers have appointed a national brand manufacturer as category captain to help expand its sales in all quality tiers within the category. However, category captains may exhibit opportunistic behaviors and even diminish the c...
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ژورنال
عنوان ژورنال: Quantitative Marketing and Economics
سال: 2005
ISSN: 1570-7156,1573-711X
DOI: 10.1007/s11129-005-0302-x