Dominique M. Hanssens and Marnik G. Dekimpe
Marnik G. Dekimpe and Dominique M. Hanssens
Determining the long-term impact of marketing actions is strategically important, yet more challenging than uncovering short-term results. This chapter describes persistence modeling on time-series data as a promising method for long-term impact detection, especially as longitudinal databases in marketing are becoming more prevalent. We provide a brief technical introduction to each step in persistence modeling, along with a set of illustrative marketing studies that have used such models. Next, we summarize various marketing insights that have been derived from the use of persistence models in marketing.
Zhiling Bei, Katrijn Gielens and Marnik G. Dekimpe
The landscape of the retail industry has witnessed dramatic changes, both globally and locally. Some retailers are thriving, adding more and more stores to their portfolio, while other retailers are struggling to keep pace with their competitors, and even have to shut down their business. Extant literature does not provide a systematic review on entries and exits in the retail industry, leaving managers with little guidance on how to assess the impact of such decisions on their own performance, on competitors, on consumers, and on society at large. This chapter summarizes recent insights on entries and exits in the retail sector. Focusing on brick-and-mortar operations, it discusses four phenomena in the global retail industry: (i) local entry, (ii) international/regional entry, (iii) local exit, and (iv) international exit. It also identifies new trends related to online retailers that are in need of more research.