What is it about?
This paper provides a method to understand whether marketing investments lead to market expansion or share stealing from other brands. It also shows that other models are less flexible than previously believed.
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This page is a summary of: The Cross Attributes Flexible Substitution Logit: Uncovering Category Expansion and Share Impacts of Marketing Instruments, Marketing Science, January 2015, INFORMS,
DOI: 10.1287/mksc.2014.0886.
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