2026-04-27T01:46:00Zhttps://uvadoc.uva.es/oai/request

oai:uvadoc.uva.es:10324/197902021-07-06T08:25:16Zcom_10324_5191com_10324_5186com_10324_29291col_10324_5231

Beltov, Tor Jorgensen, Steffen Zaccour, Georges 2016-10-10T12:30:55Z 2016-10-10T12:30:55Z 2006 Anales de estudios económicos y empresariales, 2006, N.16, pags.9-36 0213-7569 http://uvadoc.uva.es/handle/10324/19790 9 16 36 The paper proposes a dynamic optimization model for a retailer's price promotions of two brands in a product category. There is no general concensus in empirical marketing literature on what are the impacts of a promotion on intertemporal consumer behavior. This paper will focus on three effects: (1) The immediate, and positive, impact of a price deal on the sales of a promoted brand; (2) Brand substitution, where some consumers switch from a nonpromoted brand to a lower priced promoted brand; and (3) Consumers stockpile a promoted brand during a deal period, which affects postpromotional demand. The paper characterizes the magnitude of discounts as well as the timing and durations of promotions. Optimal policies for a myopic and a forward looking retailer are identified. We also provide comparative statics that identify the dependence of discounts and durations upon key model parameters spa info:eu-repo/semantics/openAccess http://creativecommons.org/licenses/by-nc-nd/4.0/ Attribution-NonCommercial-NoDerivatives 4.0 International Economía política Economía de empresa Optimal retail price promotions info:eu-repo/semantics/article