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Econometric Analysis of the Market Share Attraction Model

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Author Info

  • Fok, D.
  • Franses, Ph.H.B.F.
  • Paap, R.

Abstract

Market share attraction models are useful tools for analyzing competitive structures. The models can be used to infer cross-effects of marketing-mix variables, but also the own effects can be adequately estimated while conditioning on competitive reactions. Important features of attraction models are that they incorporate that market shares sum to unity and that the market shares of individual brands are in between 0 and 1. Next to analyzing competitive structures, attraction models are also often considered for forecasting market shares. The econometric analysis of the market share attraction model has not received much attention. Topics as specification, diagnostics, estimation and forecasting have not been thoroughly discussed in the academic marketing literature. In this chapter we go through a range of these topics, and, along the lines, we indicate that there are ample opportunities to improve upon present-day practice.

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File URL: http://hdl.handle.net/1765/89
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Bibliographic Info

Paper provided by Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam. in its series Research Paper with number ERS-2001-25-MKT.

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Date of creation: 02 May 2001
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Handle: RePEc:dgr:eureri:200183

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Web page: http://www.erim.eur.nl/

Related research

Keywords: model selection; forecasting; Market share attraction model; diagnostics; estimation;

References

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  1. Jurgen A Doornik & Henrik Hansen, . "An omnibus test for univariate and multivariate normalit," Economics Papers W4&91., Economics Group, Nuffield College, University of Oxford.
  2. Fok, Dennis & Franses, Philip Hans, 2001. "Forecasting market shares from models for sales," International Journal of Forecasting, Elsevier, vol. 17(1), pages 121-128.
    • Fok, D. & Franses, Ph.H.B.F., 2000. "Forecasting Market Shares from Models for Sales," Research Paper ERS-2000-03-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus Uni.
  3. Bronnenberg, Bart J. & Mahajan, Vijay & Vanhonacker, Wilfried R., 2000. "The emergence of market structure in new repeat-purchase categories: the interplay of market-share and retailer distribution," Open Access publications from Maastricht University urn:nbn:nl:ui:27-6200, Maastricht University.
  4. Dekimpe, M.G. & Hanssens, D., 1995. "The persistence of marketing effects on sales," Open Access publications from Tilburg University urn:nbn:nl:ui:12-358916, Tilburg University.
  5. Richard Paap & Philip Hans Franses, 2000. "A dynamic multinomial probit model for brand choice with different long-run and short-run effects of marketing-mix variables," Journal of Applied Econometrics, John Wiley & Sons, Ltd., vol. 15(6), pages 717-744.
  6. Danaher, Peter J., 1994. "Comparing naive with econometric market share models when competitors' actions are forecast," International Journal of Forecasting, Elsevier, vol. 10(2), pages 287-294, September.
  7. Brodie, Roderick J. & Bonfrer, Andre, 1994. "Conditions when market share models are useful for forecasting: further empirical results," International Journal of Forecasting, Elsevier, vol. 10(2), pages 277-285, September.
  8. repec:cup:cbooks:9780521801669 is not listed on IDEAS
  9. Kumar, V., 1994. "Forecasting performance of market share models: an assessment, additional insights, and guidelines," International Journal of Forecasting, Elsevier, vol. 10(2), pages 295-312, September.
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Citations

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Cited by:
  1. Rutger Oest, 2005. "Which Brands Gain Share from Which Brands? Inference from Store-Level Scanner Data," Quantitative Marketing and Economics, Springer, vol. 3(3), pages 281-304, September.
  2. Fok, D. & Paap, R. & Franses, Ph.H.B.F., 2003. "Modeling Dynamic Effects of the Marketing Mix on Market Shares," Research Paper ERS-2003-044-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus Uni.
  3. Rutger van Oest & Philip Hans Franses, 2003. "Which Brands gain Share from which Brands? Inference from Store-Level Scanner Data," Tinbergen Institute Discussion Papers 03-079/4, Tinbergen Institute.
  4. Idil Goksel, 2004. "Does The Euro Have A Chance to Challenge The Dollar," Working Papers 0401, Izmir University of Economics.

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