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Autoren: 
Kunz, Werner
Datum: 
2007
Schriftenreihe/Nr.: 
SFB 649 Discussion Paper No. 2007,032
Zusammenfassung: 
This paper presents a method for visualizing competitive market structures based on scanner panel date where asymmetries are taken into account. For this, I combined consumer choice models based on mixed logit models with three-mode principal component analysis. This approach can be used to unfold a competitive market structure map. The methodology presented is able to quantify the clout and receptivity of various brands. The results can then be visualized over time. Using this approach, guidelines for promotional activities of new brands can be provided, and possible threats from the competition detected.
Schlagwörter: 
Three-mode PCA
elasticities
joint plots
market structure analysis
JEL: 
D49
Dokumentart: 
Working Paper

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