Lees, Gavin; Watnee, Torgier - In: Acta Universitatis Bohemiae Meridionales 15 (2012) 2, pp. 55-60
This paper considers the share order effect on existing radio stations’ market share and cumulative audience when a new radio station enters an existing market. The share order effect model (SOE) predicts that all brands will lose market share to a new entrant, in direct proportion to their...
