Purpose The purpose of this paper is to understand consumer preferences for green vehicles with low fuel consumption and emission. It will examine six important vehicle attributes, including fuel efficiency and CO 2 emissions, and determine the impacts of increasing demand for green attributes...

In market share analysis, it is fully recognized that we have often inadmissibly predicted market share, which means that some of predictors take the values outside the range [0, 1] and the total sum of predicted shares is not always one, so‐called “logical inconsistency”. Based on the...

Competition among charities for donor income has increased dramatically in recent years. Moreover, charities have to compete against each other for cause related marketing contracts with commercial enterprises and sponsorship deals, and must bid competitively for government grants. This...

Market‐share analysis focuses on the competitive interrelations between products or brands. Marketing activity may affect the performance of a company's own product and that of its competitors not only within a single time horizon but also over several extended periods. Starting from a static...

Purpose – The need for studying the effects of cannibalization and its importance has been established in the literature, especially, since an assessment of the expected cannibalization effect of a new product can help in deciding on suitable times for new product introduction and promotions....

Purpose – Quantitative measures are not commonly available to identify and measure product cannibalization resulting from the introduction of new products, and existing forecasting methods such as ARIMA do not explicitly account for the phenomenon. This paper aims to present a methodology to...

Purpose – The purpose of this paper is to examine the impacts of advertising expenditure on brands' market shares, utilizing a novel four‐week advertising‐sales data from the highly competitive oligopolistic Finnish beer market in which price competition among the homogeneous larger‐type...

Too much emphasis has been given in recent years to competition on price and not enough to building customer loyalty through strong branding based on well‐promoted product quality. While this is understandable under the pressures of recession, continuous price cutting and the consequent...

Rebuts the “mythology” that enduring market leaders tend to have been early entrants into their market categories. Demonstrates that, on the one hand, pioneer advantage is realized only if the pioneer succeeds in framing consumer preferences by continually improving the product and...

While the strategic planning process of leaders is well understood, firms in lower market share ranks tend to have a planning process of a follower. Instead of trying to influence their environment, they normally copy the strategies of the industry leader or even serve niches neglected by the...