Heerde, Harald J. van; Srinivasan, Shuba; Dekimpe, Marnik G. - In: Marketing Science 29 (2010) 6, pp. 1024-1039
To evaluate the success of a new product, managers need to determine how much of its new demand is due to cannibalizing the firm's other products, rather than drawing from competition or generating primary demand. We introduce a time-varying vector error-correction model to decompose the base...