Journal: Marketing Science

Found 566 papers in total
Reasoning about competitive reactions: Evidence from executives
Reasoning about competitive reactions: Evidence from executives
2005,
Much of the empirical research on competitive reactions describes how or why rivals...
A prelaunch diffusion model for evaluating market defense strategies
A prelaunch diffusion model for evaluating market defense strategies
2005,
This paper describes the development and application of a marketing model to help set...
Research issues at the boundary of competitive dynamics and market evolution
Research issues at the boundary of competitive dynamics and market evolution
2005,
Building on the observation that competitive dynamics and market evolution are...
Brand loyalty programs: Are they shams?
Brand loyalty programs: Are they shams?
2005,
Brand loyalty and the more modern topics of computing customer lifetime value and...
Narrow focusing: Why the relative position of a good in its category matters more than it should
Narrow focusing: Why the relative position of a good in its category matters more than it should
2005,
This research examines whether a low-ranking member in a high-status category (e.g.,...
Competitor see, competitor do: Incumbent entry in new market niches
Competitor see, competitor do: Incumbent entry in new market niches
2005,
The ability to keep up with changing technology is critical for a company's long-term...
Modeling movie life cycles and market share
Modeling movie life cycles and market share
2005,
We examine box-office sales in the context of a market share model. This is...
Cheap talk and bogus network externalities in the emerging technology market
Cheap talk and bogus network externalities in the emerging technology market
2005,
Many emerging technologies exhibit path-dependent demands driven by positive network...
Demand signalling and screening in channels of distribution
Demand signalling and screening in channels of distribution
1992,
This paper examines two ways channel members at the manufacturing and retail ends deal...
An equilibrium analysis of defensive response to entry using a coupled response function model
An equilibrium analysis of defensive response to entry using a coupled response function model
1992,
The authors determine the optimal response to competitive entry in a market...
Price sensitivity and television advertising exposures: Some empirical findings
Price sensitivity and television advertising exposures: Some empirical findings
1992,
Empirical research (as well as theoretical reasoning) has led to contradictory...
Estimating nonlinear parameters in the multinomial logit model
Estimating nonlinear parameters in the multinomial logit model
1992,
Multinomial logit models, especially those calibrated on scanner data, often use...
Estimating a multinomial probit model of brand choice using the method of simulated moments
Estimating a multinomial probit model of brand choice using the method of simulated moments
1992,
The multinomial probit model of brand choice is theoretically appealing for marketing...
The voice of the customer
The voice of the customer
1993,
In recent years, many U.S. and Japanese firms have adopted Quality Function Deployment...
The measurement and determinants of brand equity: A financial approach
The measurement and determinants of brand equity: A financial approach
1993,
This paper presents a technique for estimating a firm’s brand equity that is...
Scale and scope effects on advertising agency costs
Scale and scope effects on advertising agency costs
1993,
Economies of scale are evident when a firm’s average costs decline while its...
An empirical investigation of returns to search
An empirical investigation of returns to search
1993,
Using data on search and choice behavior from a local automobile market, the authors...
Predicting advertising pulsing policies in an oligopoly: A model and empirical test
Predicting advertising pulsing policies in an oligopoly: A model and empirical test
1993,
Given that firms pulse in advertising, should firms pulse in or out of phase? It is...
An empirical pooling approach for estimating marketing mix elasticities with PIMS data
An empirical pooling approach for estimating marketing mix elasticities with PIMS data
1993,
The PIMS (Profit Impact of Marketing Strategies) data entail sparse time-series...
The antecedents and consequences of customer satisfaction for firms
The antecedents and consequences of customer satisfaction for firms
1993,
This research investigates the antecedents and consequences of customer satisfaction....
A look on the cost side: Market share and the competitive environment
A look on the cost side: Market share and the competitive environment
1993,
In this paper the authors develop a model relating market share to average costs. They...
Truth in concentration in the land of (80/20) laws
Truth in concentration in the land of (80/20) laws
1993,
Among the more prominent truisms in marketing are 80/20 type laws, e.g., 20 percent of...
Investigating purchase incidence, brand choice and purchase quantity decisions of households
Investigating purchase incidence, brand choice and purchase quantity decisions of households
1993,
The paper develops a comprehensive utility maximizing framework to study the impact of...
Composite dependent variables and the market share effect
Composite dependent variables and the market share effect
1993,
Farris, Parry and Ailawadi (FPA) demonstrate that bias can arise in a regression...
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