Modeling market share: A study of the Japanese and U.S. performance in the U.S. auto market
Journal of the Academy of Marketing Science · 1984 · Volume 12 · Issue 4
Abstract
The Japanese automobile industry has achieved a considerable market share in the United States over the past fifteen years. This study seeks to explain this success by using a market share model with the marketing mix as independent variables resulting in product quality and price, individually and jointly, explaining the majority of the variance.
Keywords
Market Share, Harvard Business Review, Ratio Model, Advertising Expenditure, Consumer Report
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