Marketing Science 1988

Modeling Asymmetric Competition

Gregory S. Carpenter¹; Lee G. Cooper²; Dominique M. Hanssens²; David F. Midgley³

¹ Columbia University · ² University of California, Los Angeles · ³ Australian Federation of Graduate Women New South Wales

Abstract

The effects of the marketing actions of one brand can be distributed among its competitors' market shares in a complex manner. This paper presents and illustrates methods for modeling brand competition and brand strategies in markets where competitive effects can be differentially and asymmetrically distributed. We discuss the empirical specification, parameter estimation and competitive—strategy implications of the models proposed. Price and advertising competition among eleven brands of an Australian household product is used to illustrate the application of these procedures.

DOI

10.1287/mksc.7.4.393

Sources

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APA 7 MLA 9 Chicago (author–date) Harvard Elsevier Harvard (JFE, JBF…) The Accounting Review Academy of Management American Marketing Association INFORMS (Management Science) Copy citation Copied ✓