We argue in this paper that retailers can strategically position store brands in product space to strengthen their bargaining position when negotiating supply terms with manufacturers of national brands. Using a bargaining framework we model a retailer's decision whether to carry an additional...

This paper examines whether a national anti-drug advertising campaign is associated with a change in adolescents' drug use behavior. Specifically, the primary objective of the paper is to investigate the relationship between adolescents' recall of exposure to anti-drug advertising and their...

The creation of online consumer communities to provide product reviews and advice has been touted as an important, albeit somewhat expensive component of Internet retail strategies. In this paper, we characterize reviewer behavior at two popular Internet sites and examine the effect of consumer...

Recent studies in marketing show decompositions of sales promotion effects based on household-level scanner data. Typically, the total elasticity is decomposed into choice, timing, and quantity elasticities. We propose a model that estimates standard, enhanced, and flexible decompositions based...

In a competitive marketplace, the effectiveness of any element of the marketing mix is determined not only by its absolute value, but its relative value with respect to the competition. For example, the effectiveness of a price cut in increasing demand is critically related to competitors'...

Several researchers have decomposed sales promotion elasticities. A key result is that the majority of the sales promotion elasticity, about 74 percent on average, is purportedly due to secondary demand effects (brand switching) and the remainder is due to primary demand effects (timing...

The focus of this paper is on models that accommodate dynamic phenomena and include consumer-focused and competitor-centered approaches. The consumer focus is represented in demand functions while the competitor orientation is captured in reaction functions. Although the extant literature has...

We provide a rationale for evolutionary model building. The basic idea is that to enhance user acceptance it is important that one begins with a relatively simple model. Simplicity is desired so that managers understand models. As a manager uses the model and builds up experience with this...

Managers are very interested in word-of-mouth communication because it can have a tremendous impact on a product's sales. However, there are at least three significant challenges associated with measuring word of mouth. It is our primary objective in this paper to address these challenges. First...