Can we curb retail sales volatility through marketing mix actions?

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Show simple item record Esteban-Bravo, Mercedes Yildirim, Gökhan Vidal-Sanz, Jose M.
dc.contributor.editor Universidad Carlos III de Madrid. Departamento de Economía de la Empresa 2011-12-02T12:00:36Z 2012-02-01T10:03:07Z 2012-02-01T10:03:07Z 2011-11
dc.description.abstract Sales 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.sponsorship Research funded by two research projects, by the Comunidad de Madrid and the Spanish Government
dc.format.mimetype application/pdf
dc.format.mimetype text/plain
dc.format.mimetype application/pdf
dc.format.mimetype text/plain
dc.language.iso eng
dc.relation.ispartofseries UC3M Working papers. Business Economics
dc.relation.ispartofseries 11-07
dc.rights Atribución-NoComercial-SinDerivadas 3.0 España
dc.subject.other Sales
dc.subject.other Volatility
dc.subject.other Bullwhip effect
dc.subject.other Marketing mix
dc.title Can we curb retail sales volatility through marketing mix actions?
dc.type workingPaper
dc.subject.eciencia Empresa
dc.rights.accessRights openAccess
dc.type.version submitedVersion
dc.identifier.uxxi DT/0000000925
dc.identifier.repec wb112407
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