Market response models help managers understand how customers collectively respond to marketing activities, and how competitors interact. When appropriately estimated, market response models can be a basis for improved marketing decision-making. Market response models can be broadly classi.ed...

We take a structural approach to assessing innovation. We develop a comprehensive set of measures to assess an innovation's locus, type, and characteristics. We find that the concepts of competence destroying and competence enhancing are composed of two distinct constructs that, although...

A “frontier issue” in international marketing is the appropriate choice of entry mode in foreign markets. The objective of this paper is to offer a transaction cost framework for investigating the entry mode decision. This framework provides 1) a theoretical basis for systematically...

Building on the observation that competitive dynamics and market evolution are inextricably linked and underresearched, we propose a road map to guide and stimulate future research in the area. A number of rationales have been proposed to explain why there is relatively little research directed...

Order of entry has been demonstrated to have a significant effect on market share. A number of explanations for this effect have been suggested in the marketing and strategy literatures. To date, the market share advantage gained by pioneers has typically been treated as a main effect—an...

The objective of this study is to develop an econometric model for the diffusion of innovations at the individual country level, but which also allows the parameters of the process to differ systematically across countries. The conceptualization rests on behavioral and spatial theories of...

A model is proposed to estimate the impact of advertising copies on the relationship between the frequency of exposure to an advertisement and the criterion measures of attitude or behavioral intentions. The model is used in the context of copy testing. It is different from existing copy testing...