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MARKET SHARE ANALYSIS: THE CASE OF THE BRITISH BREAKFAST CEREALS INDUSTRY
Author(s) -
Wheale P. R.,
Stubbs P. C.
Publication year - 1980
Publication title -
journal of management studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.398
H-Index - 184
eISSN - 1467-6486
pISSN - 0022-2380
DOI - 10.1111/j.1467-6486.1980.tb00406.x
Subject(s) - market share , profit maximization , market share analysis , context (archaeology) , profit (economics) , economics , marketing , regression analysis , econometrics , econometric model , market analysis , product (mathematics) , maximization , business , advertising , microeconomics , market microstructure , mathematics , order (exchange) , statistics , paleontology , geometry , finance , biology
I n this paper the authors apply simple econometric techniques to market share models for brand products in the British breakfast cereals market. Brand product price and advertising coefficients, as estimated by regression equations, are explored in the context of assumed profit and market share maximization, and an attempt is made to evaluate empirically firms' actual marketing strategies.