The effects of the marketing actions of one brand can be distributed among its competitors' market shares in a complex manner. This paper presents and illustrates methods for modeling brand competition and brand strategies in markets where competitive effects can be differentially and...

We are interested in the strategic implications of asymmetric competition. Previous work (Carpenter, Cooper, Hanssens and Midgley [CCHM] 1988) has estimated the Nash-equilibrium prices and advertising expenditures for asymmetric market-share models in the extreme cases of no competitive reaction...