Modeling Asymmetric Competition

Gregory S. Carpenter, Lee G. Cooper, Dominique M. Hanssens and David F. Midgley

Chapter 2 in Long-Term Impact of Marketing:A Compendium, 2018, pp 41-74 from World Scientific Publishing Co. Pte. Ltd.

Abstract: The effects of the marketing actions of one brand can be distributed among its competitors’ market shares in a complex manner. This chapter presents and illustrates methods for modeling brand competition and brand strategies in markets where competitive effects can be differentially and asymmetrically distributed. We discuss the empirical specification, parameter estimation and competitive-strategy implications of the models proposed. Price and advertising competition among eleven brands of an Australian household product is used to illustrate the application of these procedures.

Keywords: Marketing Impact; Long Term Marketing Effects; Marketing Science; Time-series Models (search for similar items in EconPapers)
JEL-codes: C01 M31 (search for similar items in EconPapers)
Date: 2018
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.worldscientific.com/doi/pdf/10.1142/9789813229808_0002 (application/pdf)
https://www.worldscientific.com/doi/abs/10.1142/9789813229808_0002 (text/html)
Ebook Access is available upon purchase.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wsi:wschap:9789813229808_0002

Ordering information: This item can be ordered from

Access Statistics for this chapter

More chapters in World Scientific Book Chapters from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().