Publication:
Can we curb retail sales volatility through marketing mix actions?

Simple item page
dc.affiliation.dptoUC3M. Departamento de EconomĂ­a de la Empresaes
dc.contributor.authorEsteban-Bravo, Mercedes
dc.contributor.authorYildirim, Gökhan
dc.contributor.authorVidal-Sanz, Jose M.
dc.contributor.editorUniversidad Carlos III de Madrid. Departamento de EconomĂ­a de la Empresa
dc.date.accessioned2011-12-02T12:00:36Z
dc.date.accessioned2012-02-01T10:03:07Z
dc.date.available2012-02-01T10:03:07Z
dc.date.issued2011-11
dc.description.abstractSales uncertainty is a central problem for marketing management. Marketers tend to focus on expected sales, rather than short-term time-varying oscillations. With long supply-chain streams, the Bullwhip effect can turn retail sales volatility into a major problem for upstream companies. While it has been recognized that conditional expected sales change through time (for a review see Dekimpe and Hanssens, 2000), marketers have not yet started to modeling explicitly time variation of sales' conditional variances. In this paper we focus on this issue, modeling and forecasting time-varying retail sales and marketing mix volatility and their crossed effects within brand, and between competitive brands. We analyze up to 6 product categories sold by Dominick's Finer Foods, finding volatility and co-volatilities in all of them. We discuss managerial implications for brand management and competitive strategy
dc.description.sponsorshipResearch funded by two research projects, by the Comunidad de Madrid and the Spanish Government
dc.format.mimetypeapplication/pdf
dc.format.mimetypetext/plain
dc.format.mimetypeapplication/pdf
dc.format.mimetypetext/plain
dc.identifier.repecwb112407
dc.identifier.urihttps://hdl.handle.net/10016/12688
dc.identifier.uxxiDT/0000000925
dc.language.isoeng
dc.relation.ispartofseriesUC3M Working papers. Business Economics
dc.relation.ispartofseries11-07
dc.rightsAtribución-NoComercial-SinDerivadas 3.0 España
dc.rights.accessRightsopen access
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/es/
dc.subject.ecienciaEmpresa
dc.subject.otherSales
dc.subject.otherVolatility
dc.subject.otherBullwhip effect
dc.subject.otherMarketing mix
dc.titleCan we curb retail sales volatility through marketing mix actions?
dc.typeworking paper*
dc.type.hasVersionSMUR*
dspace.entity.typePublication
Files
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
wb112407.pdf
Size:
371.2 KB
Format:
Adobe Portable Document Format
Description:
Download
Collections
DEE - Working Papers. Business Economics. WB
Economists Online