The Estimation of Pre- and Postpromotion Dips with Store-Level Scanner Data
By H. V. van Heerde, Peter S. H. Leeflang, D. Wittink. 2000
235 citations recorded by the source corpus.
Subfields: Marketing
How researchers see this paper
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In Marketing
- Koen Pauwels
- Shuba Srinivasan
- Dominique M. Hanssens
- H. V. van Heerde
- Marnik G. Dekimpe
- Kusum L. Ailawadi
- Scott A. Neslin
- Vincent R. Nijs
Citations in the corpus
- Decomposition of the Sales Impact of Promotion-Induced Stockpiling (2007, methodology): “Subsequent research confirms that increased consumption can account for a substantial portion of the promotion-induced sales bump (e.g., Bell, Chiang, and Padmanabhan 1999; Foubert 2004; Van Heerde, Leeflang, and Wittink 2004).”
- Do Promotions Benefit Manufacturers, Retailers, or Both? (2002, background): “We also note that (on average) the brand-level sales elasticity and the category-level sales elasticity are positive for both the manufacturer and the retailer, hence, from a volume perspective, price promotions are, on average, attractive for both manufacturers and retailers.”
- Who Benefits from Store Brand Entry (2004, background): “We choose to include these marketing actions as exogenous variables because (1) we want to avoid over-parametrization bias to affect our estimates of the price coefficients, the focus of our study (Pesaran and Smith 1998), (2) recent research has shown little is gained by allowing for more intricate”
- Embedded Premium Promotion: Why It Works and How to Make It More Effective (2007, background): “Van Heerde et al. (2000) describe a 20% price-cut as “typical” in their CPG data sets.”
- Retail-Price Drivers and Retailer Profits (2007, background): “Since we are interested in tactical “day-today” pricing rather than strategic regime changes, the use of a reduced-form VARX model is appropriate (Van Heerde et al. 2005).”
- Planning Marketing-Mix Strategies in the Presence of Interaction Effects (2005, background): “Recently, van Heerde et al. (2000) studied the role of lead and lag effects of promotion and detected pre-and postpromotion dips in store-level data.”