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...

In this study I critically review models that specify competitive reaction effects. I discuss different model structures and summarize my findings on competitive reaction effects and factors that explain competitive reactions. I discuss the many models of competitive market response that have...

In many firms, the marketing department plays a minor role in new product development (NPD). However, recent research demonstrates that marketing capabilities more strongly influence firm performance than other areas such as R&D. This finding underscores the importance of identifying relevant...

The use of co-branded products as a form of brand management has gained increasing attention from managers and scientists, as evidenced by the practitioner-oriented articles and empirical studies published since the mid-1990s. However, there is no description that contrasts co-branding with...

The authors develop a conceptual model, of factors that determine behavioural intentions to buy co-branded products. The model is an extension of the Simonon/Ruth model. Structural equation modelling serves to test the hypotheses. Product fit has the strongest effect (of the exogenous factors)...

In this article the authors describe their comprehensive analysis of moderating factors of cross-brand effects of price changes and contribute to the literature in five major ways. (1) They consider an extensive set of potential variables influencing cross-brand effects of price changes. (2)...

The authors put forward a sales response model to explain the differences in immediate and dynamic effects of promotional prices and regular prices on sales. The model consists of a vector autoregression rewritten in error-correction format which allows to disentangle the immediate effects from...

To understand the relevance of marketing efforts, it has become standard practice to estimatethe long-run and short-run effects of the marketing-mix, using, say, weekly scanner data. Acommon vehicle for this purpose is an econometric time series model. Issues that areaddressed in the literature...

This article examines cross-price promotional effects in a dynamic context. Among other things, we investigate whether previously established findings hold when consumer and competitive dynamics are taken into account. Five main influential effects (asymmetric price effect, neighborhood price...

This article investigates several aspects of compulsive buyers’ brand attitude and behavior and how these differ from non-compulsive buyers in three large-scale, survey-based studies. Among our findings are that (1) while compulsive buyers appreciate emotional and social benefits significantly...