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Estimating Coke's and Pepsi's Price and Advertising Strategies

Amos Golan, Larry S. Karp and Jeffrey M. Perloff
Journal of Business & Economic Statistics
Vol. 18, No. 4 (Oct., 2000), pp. 398-409
DOI: 10.2307/1392222
Stable URL: http://www.jstor.org/stable/1392222
Page Count: 12
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Estimating Coke's and Pepsi's Price and Advertising Strategies
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Abstract

A semiparametric, information-based estimator is used to estimate strategies in prices and advertising for Coca-Cola and Pepsi-Cola. Separate strategies for each firm are estimated with and without restrictions from game theory. These information/entropy estimators are consistent and efficient. These estimates are used to test theories about the strategies of firms and to see how changes in incomes or factor prices affect these strategies.

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