Disaggregate market share response models

Wayne S. DeSarbo, Alexandru M. Degeratu, Michael J. Ahearne, M. Kim Saxton

Research output: Contribution to journalArticle

16 Scopus citations

Abstract

Traditional market share response (multiplicative competitive interaction or MCI) models have been gainfully employed in marketing research practice as an effective methodology for estimating competitive effects. Legions of books and articles on MCI models and their use have been published documenting the successful formulation and implementation of this class of models. In this spirit, this paper proposes a generalization of this class of models to a latent structure framework incorporating within-segment random brand effects. We apply and contrast this new formulation against the traditional aggregate MCI model formulations in an application involving physician prescription shares for three major brands of central nervous system (CNS) ethical pharmaceuticals (known as CNS drugs). We conclude the manuscript with managerial implications and suggestions for future research.

Original languageEnglish (US)
Pages (from-to)253-266
Number of pages14
JournalInternational Journal of Research in Marketing
Volume19
Issue number3
DOIs
StatePublished - Sep 1 2002

All Science Journal Classification (ASJC) codes

  • Marketing

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    DeSarbo, W. S., Degeratu, A. M., Ahearne, M. J., & Saxton, M. K. (2002). Disaggregate market share response models. International Journal of Research in Marketing, 19(3), 253-266. https://doi.org/10.1016/S0167-8116(02)00078-2