It is an everyday marketplace occurrence that brands lose and gain share. However, a brand's sales gain or loss can be attributable to very different factors, and thus understanding the sources of sales gain or loss would seem to be an important aspect of a brand manager's job. The primary...

In this paper a methodology for hierarchical market structure analysis is derived and illustrated. A probabilistic model is developed which provides a general, flexible framework which can be used to test hypothesized hierarchical market structures. Because the general probabilistic model can be...

This paper discusses a recently developed variable selection procedure suitable when the available data have discrete components. In the context of the new product problem, a modification to the basic methodology is proposed with a view of identifying product profiles closely associated with...

Globalization is creating similar environments for younger consumers around the world. With younger individuals being socialized in more similar environments than their parents, the former should have more comparable values than the latter. The goal of the current study was to empirically test...