Modelling: Growth modelling, analysis

 

Brand sales growth is essential for increasing profitability, but is hard to achieve for established brands in mature fmcg markets. Yet many brand managers unwittingly design plans that could work aga ...

Understanding consumer values is one of the most critical elements in any successful marketing strategy and planning. Considerations of price and quality matter for consumers, but, in many instances, ...

The design of successful marketing strategies requires knowledge of the competitive market structure as well as the competitive patterns that exist in the market. Only with this prior knowledge can we ...

This paper describes how Unilever Bestfoods integrated and totally changed the role of market research within its organisation in order to align with its business growth strategy. To drive growth, the ...

The authors have taken an approach to modelling based on observing nature. The downfall of most sales models is that they cannot be easily understood by numerical laymen. They spent many hours watc ...

This paper describes possible future developments for telecom managers due to paradigm changes in the telecommunications world and corresponding organizational scenarios within the companies. The resu ...

The fast development of mobile telephony in many countries has surprised many forecasters. However, based on the results presented here, we believe that using a value-based approach could have reduced ...

Describes the MAX (Managing Advertising Expenditure) Project in the USA. This started in December 1996, under the auspices of the Marketing Science Institute and the American Association of Advertisin ...

Despite the compelling business case for building a brand's popularity, in the past few years marketers have been exposed repeatedly to quite a different profitability argument built on the notion of ...

This paper adds to the spirited and public discussion in 1996/7 on a variety of topics critical to the strategy of growing the brand. In particular it refutes a number of Ehrenberg's arguments by con ...

This paper seeks to demonstrate that brand size alone does not dictate behavioural loyalty and that attitudes toward a brand do have an important role to play in determining a brand's success. First, ...

This article is a robust rejoinder by Andrew Ehrenberg to the critics of his brand share theories. He comments on the reality of Brand Equity, prescription vs description, Double Jeopardy, deviations ...

In this important paper the authors discuss what makes a brand leader. Firstly they critically review the notions of brand differentiation and of major sustainable competitive advantages. Next they el ...

This paper identifies seven main trends for the pharmaceutical industry, we can identify seven main trends: global harmonization, block-buster phenomena i. e. the concentration process in the industry ...

This important paper concerns longer-term (year-on-year) brand growth and the mechanisms that seem to be involved. The underlying issues were determined during the course of three dissimilar 15-year p ...

A case study which suggests that a well-constructed and managed experimental design can offer marketing professionals clear bottom-line benefits over conventional ‘change one variable at a time’ techn ...

In this study the authors integrate theories of innovation diffusion, relational exchange behaviour, and organisation learning, to explain the roles of innovation, product exploration, promotion and m ...

This brief article emphasises the importance of establishing the purpose, nature, relevance and efficacy of marketing models – simplified representations of marketing processes – before investing time ...

The paper extends the 2004 work done by Dhar, Menon and Maach (published in the same edition of JMR) to predict complex business-to-business purchase decisions and additional behavioural context effec ...

The paper suggests that the value and impact of the 2004 paper by Kivetz, Netzer and Srinivasan (published in the same edition of JMR) can be enhanced by extensions that examine key underlying institu ...

The compromise effect describes the finding that brands gain share when they become the immediate rather than extreme option in a choice set. It is suggested that choice modelers have neglected to inc ...

Quality function development (QFD) is recognised as a suitable planning tool for translating customer needs into product specifications. The paper proposes a modified approach called ‘QFD strategy hou ...

Product innovation is an integral component of marketing strategy. The paper presents a model to address the market changes that necessarily result - non-stationarity, changes in parameters over time, ...

The author outlines a conceptual model, known as the strategic corporate intelligence and transformational marketing model (SATELLITE). It provides a framework within which strategic marketing and cor ...

Drawing on marketing and strategy literature, the authors develop an integrative theory of the antecedents of export venture performance. The interplay between available resources and capabilities, co ...

Customer acquisition and retention are not independent processes. However, management decisions tend to be based only on analysis of acquisition. The author presents a modelling approach that estimate ...

The authors derive a theoretical relationship between the aggregate market share elasticity matrix and the aggregate brand switching matrix on the basis of a logit model of heterogeneous consumers cho ...

To address the problem that market share analyses can sometimes result in logical inconsistencies in the predictions, this paper proposes a dynamic market share model based on the Bayesian VAR (vector ...