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|Title:||Investigating market dynamics using the double jeopardy line|
|Citation:||Book of Abstracts and Program: ANZMAC 2005 Conference / Sharon Purchase (ed):pp.28-33|
|Publisher:||Australian & New Zealand Marketing Academy|
|Publisher Place:||Western Australia|
|Conference Name:||Australian & New Zealand Marketing Academy Conference (2005 : Fremantle, Western Australia)|
|Cullen Habel, Cam Rungie and Gilles Laurent|
|Abstract:||Many competitive markets settle to some form of equilibrium in the short to medium term. Whilst the Dirichlet is a stochastic model that has been shown to represent this steady state in many instances, it also has a role in investigating dynamics. This paper uses the Dirichlet to take “sequential snapshots” of a dynamic market, by drawing a theoretical double jeopardy line for each of two periods. Furthermore, it shows how this change can be dissected to separate out the various confounding effects that come from brand growth and market growth.|
|Appears in Collections:||Business School publications|
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