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EG about market evolution and stationarity June 12, 2007

Posted by jyu in Qualifying.
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Evolution is the dominant characteristic for sales and marketing mix spending, but that stationarity is the dominant characteristic for market share.

EGs:

  1. Sales evolution is more likely to occur at the industry/category level than at the individual brand/firm level
  2. Sales and market share evolution in durables is as likely as in non-durables
  3. Temporal aggregation affects the likelihood of finding evolution
  4. Sales evolution was most freqeuntly observed in the seventies
  5. The longer the sample, the more likely one is to find evolution in sales, but not in market share
  6. There is a significant difference between North America nad Europe in their porportion of evolving sales variables
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