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An Analysis of Competitive Market Behavior

1974; SAGE Publishing; Volume: 11; Issue: 2 Linguagem: Inglês

10.1177/002224377401100205

1547-7193

Franklin S. Houston, Doyle L. Weiss,

Business Strategy and Innovation

This article reports the findings of an empirical investigation into the movement of competitive market share. Palda's cumulative advertising model is adapted to include a price variable, and the analysis is extended to a multibrand market. The statistical methodology employed in the investigation overtly recognizes the competitive interdependence of the brands studied and exploits this interdependence in its estimation procedures.