Three established and four emerging empirical generalizations are identified below. The first established generalization is that there is a negative relationship between order of market entry and market share. Second, for consumer packaged goods and prescription anti-ulcer drugs, the entrant's...

The decision to add, or to reject, or to investigate more fully a new product proposal is one of the most important problems faced by businessmen. The factors surrounding the decision can be mathematically considered by four sub-models in the areas of demand, cost, profit, and uncertainty. The...

A model and measurement methodology is proposed to aid managers in designing new frequently purchased consumer products. The model is structured as a trial and repeat process that produces an estimate of long-run share for a new brand. Physical and psychological product attributes are linked to...

Virtual advisors often increase sales for those customers who find such online advice to be convenient and helpful. However, other customers take a more active role in their purchase decisions and prefer more detailed data. In general, we expect that websites are more preferred and increase...

An accurate understanding of the structure of competition is important in the formulation of many marketing strategies. For example, in new product launch, product reformulation, or positioning decisions, the strategist wants to know which of his competitors will be most affected and hence most...

Website morphing draws on the Expected Gittins’ solution to a partially observable Markov process, on the rapid consumer-segment updating with Bayesian methods, and on matching a website’s look and feel to a visitor’s cognitive style. In each area there are exciting research...

A time series cross-sectional analysis of 18 successful later entrants in 8 categories of consumer packaged goods over the period from October 1983 to January 1988 confirms previous empirical findings that, after correcting for differences in marketing effort, later entrants suffer a long-term...

John D. C. Little of MIT’s Sloan School of Management is famous for his contributions to operations research and marketing science. He formulated a fundamental theorem in queuing theory known as Little’s Law, which is used widely in a variety of fields. His work on such topics as optimal...