Steenkamp, Steenkamp, J-B.E.M.; Nijs, V.R.; Hanssens, … - Erasmus Research Institute of Management (ERIM), … - 2002
How do competitors react to each other's price-promotion and advertising actions? How do these reactions influence the … long-run reactions to promotion and advertising shocks in over 400 consumer product categories, over a four-year time span …, vector-autoregressive models quantify the short-run and long-run effect of a promotion or advertising action on competitive …
