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M odels of advertising response implicitly assume that the entire advertising budget is spent on disseminating one message. In practice, managers use different themes of advertising (for example, price advertisements versus product advertisements) and within each theme they employ different versions of an advertisement. In this study, we evaluate the(More)
To increase the sales of their products through advertising, firms must integrate their brand advertising strategy for capturing market share from competitors and generic advertising strategy for increasing primary demand for the category. This paper examines whether, when, and how much brand advertising versus generic advertising should be done. Using(More)
Managing pricing is a challenging task due to the significant impact on shares and the likelihood of strong consumer and competitor reaction. The major contributions of this paper are to assess comprehensive share response to temporary, evolving and structural changes in prices and to determine the level of market share as a function of levels of prices.(More)
We propose a new conceptual model for understanding technological evolution that identifies the impact of social (e.g., market, economic, and political forces) and technological forces. We build on theories from technological forecasting, technology evolution, and innovation research to develop the concept of a technology ecosystem. By considering the(More)
SUMMARY The present study uses modern time series methodology to understand long-run equilibrium in markets and provides additional evidence of the frequent existence of stationary market shares for frequently purchased consumer products. Dekimpe and Hanssens, Marketing Science 1995; 14(2):G109}121 using a database of over 400 prior studies, found that 78(More)