Pauwels, Koen; Srinivasan, Shuba; Franses, Philip Hans - In: Marketing Science 26 (2007) 1, pp. 83-100
Marketing literature has long recognized that brand price elasticity need not be monotonic and symmetric, but has yet to provide generalizable market-level insights on threshold-based price elasticity, asymmetric thresholds, and the sign and magnitude of elasticity transitions. This paper...