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The Digital Institutional Repository of IIM BangaloreThis repository provides metadata of IIMB Publications and aimed at creating and preserving an archive of Institution scholarship. IIMB Publications include Articles, Working Papers (FULL TEXT), Book Chapters published by Faculty, Doctoral Dissertations by FPM Scholars and Project reports of Students enrolled in various courses of IIMB.
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https://repository.iimb.ac.in/handle/2074/12052| Title: | Assessment of aggregate interaction effect and aggregate persistence effect in market share analysis |
| Authors: | Kanagal, Nagasimha Balakrishna |
| Keywords: | Interaction effect;Persistence effect;Market share analysis;Autocorrelation;Interpretative decision making |
| Issue Date: | 2011 |
| Publisher: | Taiwan Institute of Business Administration |
| Abstract: | The paper proposes an alternative conceptualization to decision variable interaction in market share analysis, by isolating the interaction free market share. The multicollinearity problem would thus be reduced. Further a method to correct for autocorrelation is proposed. Persistence which is the long term impact of current marketing action is identified. The theoretical conceptualization is run over a frequently moving consumer brand – Britannia Tiger glucose biscuits and the managerial implications are discussed. |
| URI: | https://repository.iimb.ac.in/handle/2074/12052 |
| ISSN: | 1813-0534 |
| Appears in Collections: | 2010-2019 |
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