It is an everyday marketplace occurrence that brands lose and gain share. However, a brand's sales gain or loss can be attributable to very different factors, and thus understanding the sources of sales gain or loss would seem to be an important aspect of a brand manager's job. The primary...

In this paper a methodology for hierarchical market structure analysis is derived and illustrated. A probabilistic model is developed which provides a general, flexible framework which can be used to test hypothesized hierarchical market structures. Because the general probabilistic model can be...