Does competitive entry structurally change key marketing metrics?

Kornelis, M.; Dekimpe, Marnik G.; Leeflang, Peter S. H.

doi:10.1016/j.ijresmar.2008.01.003

Cited by 19 publications

(10 citation statements)

References 63 publications

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“…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).…”

Section: Models and Methodsmentioning

confidence: 99%

Paving the way for “distinguished marketing”

Leeflang

2011

International Journal of Research in Marketing

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Section: Models and Methodsmentioning

confidence: 99%

Paving the way for “distinguished marketing”

Leeflang

2011

International Journal of Research in Marketing

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“…Allowing for multiple breaks at unknown points in time, Kornelis et al (2008) explored to what extent competitive entry creates fundamental change in incumbents revenues for the Dutch TV advertising market. They found that new TV players did not cause a slowdown in the related markets of print and radio.…”

Section: Intermedia Rivalrymentioning

confidence: 99%

Historical impact of technological change on the US mass media advertising expenditure

Esteban-Bravo

Vidal-Sanz

Yıldırım

2015

Technological Forecasting and Social Change

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Historically, the U.S. advertising industry has been experiencing enormous movements as a result of rapid advances in the media technology and the business cycle. In this paper, we study the historical behavior of the U.S. advertising industry, correcting for inflation. We find that the introduction of new media cause structural breaks in the mean growth rates of advertising expenditure for the incumbent media. In addition, we find that random components of media advertising spending follow a long-term equilibrium where the cross-elasticities across newer and older media can show substitution or complementarity patterns depending on the type of audience. We examine the influence of the economic conditions on the aggregated advertising expenditure, and on each media spending. We also measure the impact of the recent takeoff in mobile advertising.

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“…An important debate addresses the question whether first movers really have a competitive advantage as is often attributed to them (Golder and Tellis 1993;Kornelis et al 2008;Zhang and Narasimhan 2000). Quite in contrast, recently Tellis and Johnson (2007) argue that delivering superior quality is considered as the most important driver of new product success.…”

Section: Introductionmentioning

confidence: 99%