The identification of geographic target markets is critical to the success of companies that are expanding internationally. Country borders have traditionally been used to delineate such target markets, resulting in accessible segments and cost efficient entry strategies. However, at present...

Brand salience—the extent to which a brand visually stands out from its competitors—is vital in competing on the shelf, yet is not easy to achieve in practice. This study proposes a methodology to determine the competitive salience of brands, based on a model of visual search and...

To be used effectively, market knowledge and information must be structured and represented in ways that are parsimonious and conducive to efficient managerial decision making. This manuscript proposes a new latent structure spatial model for the representation of market information that meets...

The recent marketing literature reflects a growing interest in structural models, stemming from (1) the desire to test a variety of behavioral theories with market data, and (2) recent developments that facilitate estimation of and inference for these models. Whether one should always go through...

A computationally attractive model for the analysis of conjoint choice experiments is the mixed multinomial logit model, a multinomial logit model in which it is assumed that the coefficients follow a (normal) distribution across subjects. This model offers the advantage over the standard...

Experimental conjoint choice analysis is among the most frequently used methods for measuring and analyzing consumer preferences. The data from such experiments have been typically analyzed with the Multinomial Logit (MNL) model. However, there are several problems associated with the standard...