Why the Bass model fits without decision variables

Bass, F., Krishnan, T., Jain, D. (1994)

Marketing Science; Vol. 13; No. 3; pp203-223
DOI: 10.1287/mksc.13.3.203

Describes a Generalised Bass Model (GBM) that takes account of price changes, advertising efforts, changes in target market size etc. These are defined as decision variables and the paper describes a model to handle them.

Under the special case where there are no decision variables, this Generalised Bass Model reduces to the Bass Model.

Co-create value by leaving your views

This site uses Akismet to reduce spam. Learn how your comment data is processed.