July 2008

The evaluation of the full-factorial attraction model performance in brand market share estimation

  Having reliable models to predict the influence of marketing instruments on market performance is critical for efficient allocation of marketing resources. An Attraction Model is often used to predict market share, although it does not account for changing market structure. Howie and Kleczyk (2007) proposed a joined pre- and post- new brand introduction model based on a re-conceptualization of market share as...

Author(s):   Patrick Howie and Ewa Kleczyk  

July 2008

Creating competitive advantage in developing countries through business clusters: A literature review

  Globalization of trade is increasing the world competition and this has resulted in a growing number of countries and individual businesses seeking survival beyond their internal resources. Thus, the role of business clusters has become increasingly important and has gained more attention from both policy makers and academia, particularly in developed countries. This paper reviews the literature on clusters...

Author(s):   Catherine Phambuka-Nsimbi