Inference and Impact of Category Captaincy

The author thanks Jean-François Houde, Jūra Liaukonytė, Alan Sorensen, and Kenneth Hendricks for guidance and constant support; Robert Clark, Marco Duarte, Rod Hawkes, Dan Hooker, Sylvia Hristakeva, Lorenzo Magnolfi, Stephan Seiler, Mikkel Sølvsten, Christopher Sullivan, and Sofia Villas-Boas for discussions and that improved the paper. Researcher(s) own analyses calculated (or derived) based in part on data from Nielsen Consumer LLC and marketing databases provided through the NielsenIQ Datasets at the Kilts Center for Marketing Data Center at The University of Chicago Booth School of Business. The conclusions drawn from the NielsenIQ data are those of the researcher(s) and do not reflect the views of Nielsen. Nielsen is not responsible for, had no role in, and was not involved in analyzing and preparing the results reported herein. Main estimates and analyses in this paper based on SymphonyIRI Group, Inc. data are by the author and not by SymphonyIRI Group, Inc. All remaining mistakes are my own.