Forecasting Market Shares from Models for Sales

Dennis Fok and Philip Hans Franses

ERIM Report Series Research in Management from Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam

Abstract: Dividing forecasts of brand sales by a forecast of category sales, when they are generated from brand specific sales-response models, renders biased forecasts of the brands' market shares. In this paper we therefore propose an easy-to-apply simulation-based method which results in unbiased forecasts of the market shares. An illustration for five tuna fish brands emphasizes the practical relevance of the advocated method.

Keywords: forecasting; market shares; sales models (search for similar items in EconPapers)
JEL-codes: C53 M M31 (search for similar items in EconPapers)
Date: 2000-03-29
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Citations: View citations in EconPapers (2)

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Journal Article: Forecasting market shares from models for sales (2001)
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