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Cited by 1,131

The DOI matches its Crossref record; 2 of the 2 references it cites were found in a registry or an index.

An Empirical Pooling Approach for Estimating Marketing Mix Elasticities with PIMS Data

Open access
Ramaswamy, Venkatram, Desarbo, Wayne S., Reibstein, David J., Robinson, William T.·1993·Marketing Science
DOI 10.1287/mksc.12.1.103
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Abstract

The PIMS (Profit Impact of Marketing Strategies) data entail sparse time-series observations for a large number of strategic business units (SBUs), In order to estimate disaggregate marketing mix elasticities of demand, a natural solution is to pool different SBUs. The traditional, a priori approach is to pool together those SBUs which one believes in advance to be very similar with respect to their marketing mix elasticities. We propose an alternative maximum likelihood, latent-pooling method for simultaneously pooling, estimating, and testing linear regression models empirically. This method enables the determination of a “fuzzy” pooling scheme, while directly estimating a set of marketing mix elasticities and intertemporal covariances for each pool of SBUs. Our analyses reveal different magnitudes and patterns of marketing mix elasticities for the derived pools. Pool membership is influenced by demand characteristics, business scope, and order of market entry.

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Metadata

Authors
Ramaswamy, V., Desarbo, W. S., Reibstein, D. J., & Robinson, W. T.
Venue
Marketing Science
Publisher
Institute for Operations Research and the Management Sciences (INFORMS)
Published
1993-02
Volume
12
Issue
1
Pages
103-124
ISSN
  • 0732-2399 (ISSN-L)
  • 1526-548X
DOI
10.1287/mksc.12.1.103
OpenAlex
W1965961207
Cited by
1,131
References
2
FWCI
23.78
Type
journal article
Language
en
Open access
green

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