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A Time Series Analysis to Asymmetric Marketing Competition Within a Market Structure

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Author Info
Francisco F. R. Ramos (Faculty of Economics, University of Porto, Portugal)

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Abstract

As a complementary to the existing studies of competitive market structure analysis, the present paper proposed a time series methodology to provide a more detailed picture of marketing competition in relation to competitive market structure. Two major hypotheses were tested as part of this project. First, it was found that some significant cross- lead and lag effects of marketing variables on sales between brands existed even between differents submarkets. second, it was found that high quality brands were able to have the cross-lead and lag effects on the sales of other high quality brands and low quaklity brands while the reverse was not true, supporting the theory of asymmetric switching or sales effects of marketing variables even for the case of durables. Scientific and managerial implications were presented and some future research directions were suggested.

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Publisher Info
Paper provided by EconWPA in its series Microeconomics with number 9601001.

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Length: 24 pages
Date of creation: 24 Jan 1996
Date of revision:
Handle: RePEc:wpa:wuwpmi:9601001

Note: Type of Document - Word 7.0 for Windows 95; prepared on IBM PC ; to print on HP; pages: 24 ; figures: included. Word document submitted by ftp
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Related research
Keywords: Asymmetric switching; Automobile market; Cross-lag(lead) effects; Marketing; Multiple time series analysis; Sales effects;

Find related papers by JEL classification:
C19 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: General - - - Other
D49 - Microeconomics - - Market Structure and Pricing - - - Other
M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
M37 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Advertising

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This page was last updated on 2009-12-21.

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