Search Results - subject:"competitor response"

Predicting Competitive Response to a Major Policy Change: Combining Game-Theoretic and Empirical Analyses

Ailawadi, Kusum L.; Kopalle, Praveen K.; Neslin, Scott A. - In: Marketing Science 24 (2005) 1, pp. 12-24

This research uses Procter & Gamble's value pricing initiative as a context for testing whether actual competitor and retailer response to a major policy change can be predicted using a game-theoretic model. We first estimate demand functions for P&G and competitor brands from the period before...

Persistent link: https://www.econbiz.de/10008787704

How Dynamic Consumer Response, Competitor Response, Company Support, and Company Inertia Shape Long-Term Marketing Effectiveness

Pauwels, Koen - In: Marketing Science 23 (2004) 4, pp. 596-610

four dynamic forces: consumer response, competitor response, company inertia, and company support. A rich marketing dataset … competitor response, but to company action. For tactical actions (price and feature), it takes the form of , as promotions last …

Persistent link: https://www.econbiz.de/10008787938