Vilcassim, Naufel J. 
ORCID: 0000-0003-0192-8014
(1989)
Extending the rotterdam model to test hierarchicalmarket structures.
Marketing Science, 8 (2).
pp. 181-190.
ISSN 0732-2399
Abstract
Two issues that have implications across a firm's marketing activities are the estimation of the market response functions, and the determination of the structure of the market in which its products compete. In a recent paper, Clements and Selvanathan (1988) describe how the Rotterdam Demand System can be used to study these two issues in a joint framework. In this note we extend their model to test hierarchical market structures using data at the brand/form level. We also incorporate idiosyncratic response coefficients that capture the effects of advertising and/or other nonprice marketing mix variables separate from the effects of a price change. These extensions provide additional insights into the nature and extent of competition among brands within a product class.
| Item Type: | Article |
|---|---|
| Official URL: | http://pubsonline.informs.org/journal/mksc |
| Additional Information: | © 1989 INFORMS |
| Divisions: | Management |
| Subjects: | H Social Sciences > HF Commerce |
| Date Deposited: | 01 Mar 2017 17:00 |
| Last Modified: | 20 Dec 2024 00:30 |
| URI: | http://eprints.lse.ac.uk/id/eprint/69491 |
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