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Research papers

A model for assessing and mapping brand competition calibrated on panel data

This paper describes a methodology aimed at inferring competitive market structure based on real-world choice panel data. The model offers two main results : -1 a competitive map providing a bird's eye view of the competitive structure of the market,...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing
Authors: Dwight Merunka, Jean-Bernard Kazmierczak, Valerie Charriere-Grillon
June 15, 1993