کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
5091867 | 1478402 | 2014 | 9 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Finding items cannibalization and synergy by BWS data
دانلود مقاله + سفارش ترجمه
دانلود مقاله ISI انگلیسی
رایگان برای ایرانیان
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
چکیده انگلیسی
Best-Worst Scaling (BWS) modeling is widely used for finding probabilities of choice among multiple items. The paper considers how to apply BWS data to another problem - of finding the items׳ cannibalization and synergy. For a product of primary interest, we estimate its probability to be chosen as the best one out of all the data, and also conditionally to each product׳s presence or absence. For a given product, each other one behaves as a catalyzer or inhibitor of the choice. Constructing the entire matrix of such relations for all the products, we compare its symmetrical elements for each pair of products. It shows which pairs of products are mutually synergic, or complementary, so their chances to be chosen as the best ones are higher in the presence of each other. In other cases, the products can be of negative impact on one another, so one is a cannibalizer of another; or both products suppress each other. Estimations on real marketing data are considered, including the Shapley value for key driver analysis.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Choice Modelling - Volume 12, September 2014, Pages 1-9
Journal: Journal of Choice Modelling - Volume 12, September 2014, Pages 1-9
نویسندگان
Stan Lipovetsky, Michael Conklin,