Roy, Abhik; Hanssens, Dominique M.; Raju, Jagmohan S. - In: Management Science 40 (1994) 7, pp. 809-823
We examine the problem of pricing in a market where one brand acts as a price leader. We develop a procedure to estimate a leader's price rule, which is optimal given a sales target objective, and allows for the inclusion of demand forecasts. We illustrate our estimation procedure by calibrating...