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