Dijk, Albert van; Heerde, Harald J. van; Leeflang, … - In: Quantitative Marketing and Economics 2 (2004) 3, pp. 257-277
A retailer may allocate shelf space to brands based on factors, unobservable to researchers, which also determine sales. As a consequence, both sales and shelf space are endogenous in historical data, and this leads to inconsistent estimates of shelf space elasticities based on OLS. To obtain...