It's a Dirichlet World: Modeling Individuals' Loyalties Reveals How Brands Compete, Grow, and Decline

Byron Sharp, Malcolm Wright, John Dawes, Carl Driesener, Lars Meyer-Waarden, Lara Stocci and Philip Stern

The Dirichlet is one of the most important theoretical achievements of marketing science. It provides insights into the distribution of consumer loyalties and is used widely in industry for benchmarking and interpreting brand performance.

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...

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