MARKET SHARE ANALYSIS: THE CASE OF THE BRITISH BREAKFAST CEREALS INDUSTRY

P. R. Wheale and P. C. Stubbs

Journal of Management Studies, 1980, vol. 17, issue 3, 316-332

Abstract: In this paper the authors apply simple econometric techniques to market share models for brand products in the British breakfast cereals market. Brand product price and advertising coefficients, as estimated by regression equations, are explored in the context of assumed profit and market share maximization, and an attempt is made to evaluate empirically firms' actual marketing strategies.

Date: 1980
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https://doi.org/10.1111/j.1467-6486.1980.tb00406.x

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