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Friday, August 03, 2007

Two new marketing papers

Kirthi Kalyanam, Sharad Borle, Peter Boatwright in Deconstructing Each Item’s Category Contribution analyse the impact of assortment on the category. Bigger brands basically benefit from more choice, or more SKUs.

Raj Echambadi, James D. Hess in Mean-Centering Does Not Alleviate Collinearity Problems in Moderated Multiple Regression Models show exactly that, basically that mean-centering the variables doesn't change anything.

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