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Description
This book includes methodological foundations as well as several empirical applications of the novel method for the decomposition of market shares developed by the author. Philipp Brüggemann demonstrates, using the example of market shares of national brands and private labels as well as retail chains, how previous market share analyses can be improved through decomposition by regular and promotional prices. The method is characterized by its high transferability to various questions in both academic and practical contexts. This innovative method can be applied not only to market share analysis but also to numerous other relative and absolute key performance indicators. Using regression analysis or structural equation modeling, this method can be used to break down causal relationships between independent and dependent variables into components.
Decomposition and Management of Market Shares of Manufacturer and Private Labels in the Grocery Trade.- Current State of Academic Discussion on the Competition Between Manufacturer and Private Labels in the Grocery Trade.- Foundations and Current State of Academic Discussion on Market Share.- Research Needs and Delimitation of the Study.- Method for the Decomposition of Market Shares.- Derivation of Hypotheses.- Data Basis and Preparation.- Empirical Study.- Discussion of Empirical Results and Practical Recommendations.- Discussion of the Method for Decomposing Market Shares.- Final Considerations.
The Author
Dr. Philipp Brüggemann is a research associate with Univ.-Prof. Dr. Rainer Olbrich at the Chair of Business Administration, especially Marketing, at the FernUniversität in Hagen. His research focuses on topics related to retail, technology, e-commerce, and sustainability.
