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...