Line extensions have been a basis for strategic growth for many firms during the past decade. The viability of line extensions largely depends on how consumers perceive the new features of the extensions. This study examined how consumers differ in their evaluations of original products and line...

Consumer heterogeneity is fundamental to the marketing con­cept, providing the basis for market segmentation, targeting and positioning, as well as micro-marketing. Substantial effort has already been devoted to incorporate heterogeneity in brand choice models. However, most of the research in...

This research investigates the impact of a large-scale assortment reduction on customer retention, utilizing a model we develop to explore the effect on sales at both the store level and the category level simultaneously. We apply our model to a data set provided by an online grocer. The data...

I quantify the effects of private-network music sharing on aggregate album sales in the BitTorrent era using a panel of US sales and private-network downloads for 2,109 albums during 2008. Exogenous shocks to the network's sharing constraints address the simultaneity problem. In theory,...