Market Response to a Major Policy Change in the Marketing Mix: Learning from Procter & Gamble's Value Pricing Strategy

By Kusum L. Ailawadi, Donald R. Lehmann, Scott A. Neslin. 2001

220 citations recorded by the source corpus.

Subfields: Economics and Econometrics, Marketing, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/8fb2d9112c44b256937ee73213f341b182b450ab

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Economics and Econometrics

1. Koen Pauwels
2. Shuba Srinivasan
3. Dominique M. Hanssens
4. Kusum L. Ailawadi
5. Marnik G. Dekimpe
6. Scott A. Neslin
7. Donald R. Lehmann
8. Ruth N. Bolton

In Marketing

1. Koen Pauwels
2. Shuba Srinivasan
3. Dominique M. Hanssens
4. Marnik G. Dekimpe
5. Kusum L. Ailawadi
6. Scott A. Neslin
7. Venkatesh Shankar
8. Ruth N. Bolton

In Strategy and Management

1. Dominique M. Hanssens
2. Koen Pauwels
3. Kusum L. Ailawadi
4. Marnik G. Dekimpe
5. Scott A. Neslin
6. Donald R. Lehmann
7. Shuba Srinivasan
8. Ruth N. Bolton

Citations in the corpus

• An Empirical Analysis of Determinants of Retailer Pricing Strategy (2004, background): “If the rivalry is high, relative brand price could be low, but if the rivalry is low, relative brand price may be high, consistent with Ailawadi et al. (2001).”
• Revenue Premium as an Outcome Measure of Brand Equity (2003, methodology): “As we discussed previously, the lack of a significantly negative coefficient for share of category promotion is actually consistent with recent work that shows that promotion increases penetration and has little negative impact on SOR (Ailawadi, Lehmann, and Neslin 2001).”
• Reasoning About Competitive Reactions: Evidence from Executives (2005, unknown): “1994, Robinson 1988; see also Ailawadi et al. 2001). While this work illustrates that competitive reactions may be predictable to some degree, it provides no insight into whether or how managers seek to predict competitor behavior in their decision making. In the many contexts where competitor choic”
• The Long-Term Effects of Price Promotions on Category Incidence, Brand Choice, and Purchase Quantity (2002, unknown): “appears small in comparison with the immediate sales increase ( Abraham and Lodish 1987 ).”
• Analysis of Sales Promotion Effects on Household Purchase Behavior (2002, background): “Ailawadi et al. (2001) studied the reactions of consumers on a store pricing strategy change (from HILO to EDLP).”
• Do Promotions Benefit Manufacturers, Retailers, or Both? (2002, methodology): “An explanation for this finding is that the characteristics of promotion buyers differ from those of many consumers in categories with a large privatelabel share (Ailawadi et al. 2001).”