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Extending the rotterdam model to test hierarchicalmarket structures

Vilcassim, Naufel J. (1989) Extending the rotterdam model to test hierarchicalmarket structures. Marketing Science, 8 (2). pp. 181-190. ISSN 0732-2399

Full text not available from this repository.
Identification Number: 10.1287/mksc.8.2.181

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
Sets: Departments > Management
Date Deposited: 01 Mar 2017 17:00
Last Modified: 22 Jun 2020 23:01
URI: http://eprints.lse.ac.uk/id/eprint/69491

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