Market growth is fundamental to marketing. Frank Bass's seminal diffusion theory explains growth in new product markets. We develop an analogous theory for established markets exhibiting sporadic growth or intermittent declines.Our theory suggests that market participants repeatedly take...

Producers of super-premium ice cream, such as Häagen-Dazs, offer a smaller assortment of flavors than the producers of lesser quality ice cream. Examples of this phenomenon can be found in other industries as well. In many industries, the producers of higher-quality products offer a smaller...

This paper has three objectives: (1) to construct a theoretical model that aids in evaluating marketing expertise, (2) to use that theoretical model to identify factors influencing the value of marketing expertise, and (3) to empirically test the model by observing how different market...