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Keywords: Multiple regression analysis
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Journal Articles
Winning Share from a Dominant Competitor in a Slow‐growth Consumer Market: A THEORY‐GUIDED EMPIRICAL CASE INVESTIGATION
Available to Purchase
Journal of Product & Brand Management (1993) 2 (4): 20–32.
Published: 01 April 1993
... levels of price and promotional activity for the two competitors. A multiple regression analysis of the data indicates that the independent variables are significantly related to the relative market share dependent variable. Provides examples of the effect as well as heuristics flowing from the analysis...
