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Modeling Asymmetric Competition

In: LONG-TERM IMPACT OF MARKETING A Compendium

Author

Listed:
  • Gregory S. Carpenter
  • Lee G. Cooper
  • Dominique M. Hanssens
  • David F. Midgley

Abstract

The effects of the marketing actions of one brand can be distributed among its competitors’ market shares in a complex manner. This chapter presents and illustrates methods for modeling brand competition and brand strategies in markets where competitive effects can be differentially and asymmetrically distributed. We discuss the empirical specification, parameter estimation and competitive-strategy implications of the models proposed. Price and advertising competition among eleven brands of an Australian household product is used to illustrate the application of these procedures.

Suggested Citation

  • Gregory S. Carpenter & Lee G. Cooper & Dominique M. Hanssens & David F. Midgley, 2018. "Modeling Asymmetric Competition," World Scientific Book Chapters, in: LONG-TERM IMPACT OF MARKETING A Compendium, chapter 2, pages 41-74, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789813229808_0002
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    More about this item

    Keywords

    Marketing Impact; Long Term Marketing Effects; Marketing Science; Time-series Models;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • C01 - Mathematical and Quantitative Methods - - General - - - Econometrics

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