It’s a Dirichlet World: Modeling Individuals’ Loyalties Reveals How Brands Compete, Grow, and Decline
Byron Sharp
Ehrenberg-Bass Institute
Malcolm Wright
Massey University
John Dawes and Carl Driesener
Ehrenberg-Bass Institute
Lars Meyer-Waarden
EM Business School Strasbourg
Lara Stocchi
Ehrenberg-Bass Institute
Philip Stern
Loughborough University and Ehrenberg-Bass Institute
Management slant
- The Dirichlet is increasingly used in industry to evaluate brand performance and set objectives; practitioners need to be aware of its implications.
- Managers need to understand its ubiquity and use it to evaluate their brand plans and performance.
- The paper shows that apparent consumer choice volatility masks much more significant...