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Product innovation is endemic among consumer packaged goods firms, and is an integral component of their marketing strategy. As innovations impact markets, there is a pressing need to develop market response models that can adapt to such changes. Our model copes with the challenges dynamic...
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Advertising often aims at creating and reinforcing brand differentiation, which should translate into reduced price competition. Currently unknown are the boundary conditions for long-term advertising benefits, the route through which advertising effects materialize, and the role of competitive...
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