González-Benito, Óscar; Martínez-Ruiz, María Pilar; … - In: European Journal of Operational Research 198 (2009) 2, pp. 666-674
This paper provides evidence of the usefulness of aggregated point-of-sale scanner data to infer the positioning of competing brands, providing valuable information for category management and hence facilitating decision making. Specifically, the authors propose a methodology to study the...