Extant models assume that awareness decline commences instantly. In contrast, we incorporate the possibility that awareness declines with a delay due to the memory for advertisements. To this end, we use delay differential equations to understand the evolution of awareness in the presence of ad...

How should brand managers determine the optimal advertising budget to generate sales and maximize profit from multiple regions and over time? How much of it should be set aside for national advertising? How should they allocate the rest across multiple regions? This paper addresses these...

Many young firms use strategic actions to attract partners who help them increase the size of their operations quickly. This article examines the use of strategic actions to attract partners and increase system size in the context of franchising. We build on research in entrepreneurship,...

Though individual demand and supply equations can readily be expressed in logit models, closed-form solutions for equilibrium shares and prices are intractable due to the presence of products of polynomial and exponential terms. This hinders the employment of logit models in theoretical studies,...

This dissertation comprises a series of three essays that relate advances made to both theoretical and empirical issues in marketing. The first essay discusses the issue of endogeneity of market share and price in logit models and provides a theoretical procedure to solve this problem. The...