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Marketing Science |
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| | Volume Number 27 Issue Number 1 First Page 26 Last Page 28 Cover Date February 01, 2008
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Commentary---A Logit Model of Brand Choice Calibrated on Scanner Data: A 25th Anniversary Perspective
Peter M. Guadagni, John D. C. Little |
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Guadagni and Little (1983) had a surprising (to the authors) number of citations, presumably because it was the first paper to build a useful model with UPC scanner panel data. More surprising (but not to the authors) was that the model, compared to those in most academic papers, found widespread practical application. The reason for this was that a small, entrepreneurial consulting firm developed and sold applications based on the model. The paper also generated a substantial follow-on of academic literature. Examples illustrate a few of the directions in which later research went. |
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