Endogenous Modeling of Late Entry Penalties for Packaged Goods

Cover Endogenous Modeling of Late Entry Penalties for Packaged Goods
Endogenous Modeling of Late Entry Penalties for Packaged Goods
Gurumurthy Kalyanaram
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70 (13. 74)* -. 31 (8. 18)*= . 33 (30. 97)* . 04 (6. 71)*' 2. 93 (1. 94)* -5. 64 (-1. 87)* 11 Brand Specific Constants Brand 1 -. 30 -. 42 (-1. 82)** (-7. 45)*' Brand 2 -. 91 -. 42 (-7. 02)*** (-13. 38)' Brand 3 . 06 -. 85 (. 059) (-8. 57)*' Brand 4 -. 41 -3. 37 (-3. 32)*** (-4. 67)*' Brand 5 . 22 . 03 (1. 64)* (. 40) Brand 6 . 52 . 49 (2. 09)** (5. 58)*' Brand 7 -. 75 -. 83 (7. 11)*** (-8. 70)*' Brand 8 -. 42 -. 46 (2. 93)*** (-7. 25)*' Brand 9 -. 02 -. 67 (-1. 02) (-7. 61)*' Brand 10 . 02 . 4...0 (. 87) (4. 49)*' 12 Brand 11 Brand 12 Brand 13 Brand 14 Brand 15 Brand 16 Brand 17 (-) = t value *** 1% ** 5% *■ 10% -. 02 . 31 (-. 73) (3. 59)*** . 01 . 36 (-. 24) (4. 14)*** -. 02 -. 29 (. 77) (-2. 65)*** . 02 -. 29 (. 94) (6. 08)** . 01 -. 79 (-. 39) (-13. 77)** . 01 -. 62 (. 32) (-10. 31)** . 01 -. 32 (. 19) (-8. 32)*** 13 PROMOTION EQUATION (R- = 16%) Entrv Order Promotion Reaction Share Constant Ml M2 M3 M4 -0. 69 (-3. 28)^ 0. 09 (-3. 28)" 0. 43 ( 8. 39)" 0. 23 ( 0. 91) Entrv Order Price Reaction Share Constant PRICE EQUATION (R^ = 8%) Pi 0.

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