Browsing by Author "Dekimpe, Marnik G."

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  • Estimating cannibalization rates for pioneering innovations

    van Heerde, Harald J.; Srinivasan, Shuba; Dekimpe, Marnik G. (INFORMS, 2010)
    To evaluate the success of a new product, managers need to determine how much of its new demand is due to cannibalizing the firm’s other products, rather than drawing from competition or generating primary demand. We ...
  • The impact of a product-harm crisis on marketing effectiveness

    van Heerde, Harald J.; Helsen, Kristiaan; Dekimpe, Marnik G. (INFORMS, 2007)
    Product-harm crises are among a firm’s worst nightmares. A firm may experience (i) a loss in baseline sales, (ii) a reduced own effectiveness for its marketing instruments, (iii) an increased cross sensitivity to rival ...

Marnik G. Dekimpe has 3 co-authors in Research Commons.