Using diffusion models to forecast new production scales

Article Abstract:

Recent research has investigated why diffusion models, which allow accurate predictions to be made of new product sales, have not been particularly popular in the past. Recommendations have also been made for using these models to deal with new product forecasting difficulties. When using a diffusion model, forecasters must estimate a coefficient of imitation, a coefficient of innovation and the total market potential. There are various ways in which these estimates can be carried out, some of which are now software-based.

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Modelling and forecasting brand share: A dynamic demand system approach

Article Abstract:

The static functional form of the Almost Ideal Demand System (AIDS) is developed to include additional marketing mechanics and provide an alternative dynamic generalization based on state-space modelling techniques. The results indicate short-run competition on the basis of price and promotional activity, while the long-run analysis suggests that such activity exerts no sustainable impact on the share of the competing brands.

Analysis, Market domination, Market share, Kalman filtering

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Corporate social responsibility and consumers' attributions and brand evaluations in a product-harm crisis

Article Abstract:

The possibility that the Corporate Social Responsibility (CSR) halo affects consumers' attribution in a product-harm crisis situation is examined. The result suggested that CSR associations have a strong and direct impact on consumers' attributions, which in turn translate into blame for the incident that consequently influences brand evaluations and purchase intentions.

United States, Product management, Corporate social responsibility

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