Product offerings in many consumer packaged goods (CPG) categories come in a variety of complex branding structures built around some discernable branding hierarchy. We develop a nonparametric statistical method in the context of a market response model to estimate the residual equity of each...

The existence of reference price effects in consumer decision making is well documented in prior research, but few studies focus on its implications for firms' strategic behavior. Using a competitive model, we address this gap by examining how firms' product positioning and pricing strategies in...

A product's position on the shop shelf relative to other products in the category is an important yet understated factor affecting product demand. We present a parametric demand model that interprets the location of shelf facings as a set of (potentially irregular) lattice data and thereafter...