“…For example, a recent study developed a statistical testing sequence that allows for the endogenous determination of potential market changes from competitive entries in existing markets (Kornelis, Dekimpe, & Leeflang, 2008). Other examples include the introduction and use of dynamic linear models in marketing (Ataman, Mela, & Van Heerde, 2007Ataman, Van Heerde, & Mela, 2010;Van Heerde, Mela, & Manchanda, 2004), spatial models (Bronnenberg & Mahajan, 2001;Van Dijk, Van Heerde, Leeflang, & Wittink, 2004), semi-parametric estimation (Rust, 1988;Van Heerde, Leeflang, & Wittink, 2001), and the "revival" of Kalman filtering (Osinga, Leeflang, Srinivasan, & Wieringa, 2011;Osinga, Leeflang, & Wieringa, 2010).…”