Almeida, Marcos Inácio Severo de; Porto, Rafael Barreiros - In: International Journal of Emerging Markets 15 (2020) 6, pp. 1265-1286
Purpose: Evolution and stationarity are key time series empirical concepts which need theoretical assessment by extant research. This study presents a model to explain brand sales dynamics in emerging markets using two dimensions: sales behavior in time (stationary or evolution) and final...