We design a market experiment to examine how firm size and ability to choose trade promotion types influence trade promotion budget, its allocation and channel profits. Our experimental results show that larger manufacturers offer smaller trade promotion budgets. Manufacturers with ability to...

Consumer goods manufacturers usually sell their brands to consumers through common independent retailers. Theoretical research on such channel structures has analyzed the optimal behavior of channel members under alternative assumptions of manufacturer-retailer interaction (Vertical Strategic...

Brands are fundamentally about experiences and relationships, and therefore they form prime basis of an institution's connection with their stakeholders. With the mushrooming of business schools (both private autonomous and government supported) and fading global boundaries, especially in the...

Despite large increases in the number of new consumer product introductions, little attention has been paid to the integral role of the buyer intermediary. Although previous research by the authors has confirmed various hypotheses on the influence of relevant variables on channel intermediaries'...

Using data collected from a major supermarket chain, a regression mode! is estimated to describe buyers' judgments of the profitability of new products. Results indicate how different variables influence these judgments. Implications of new product introductions for private firm strategies and...

There are numerous situations in management and elsewhere in which an individual decision maker chooses subsets of multiattributed items. The specification of a measure of goodness for selecting subsets may differ from one situation to the next. In this paper, a model is developed for evaluating...

This paper presents a new friction model for describing the price changes of a product or brand over time and for forecasting both the timing and magnitude of such changes from one period to the next. After a review of the related pricing literature, we present our model and a modified...

This paper presents a recently developed unfolding methodology for analyzing preferential/dominance data that addresses the product positioning/repositioning decision problem of product (re)design and targeting by relating brand and consumer characteristics explicitly to perceptual brand...

We develop a game-theoretic model to study the timing of new product preannouncement and launch under competition. We derive firms' optimal timing choices and conducted a numerical analysis to evaluate the role of various factors. Our analytical and numerical results showed that anticipated...