How Promotions Work: Scan*Pro-Based Evolutionary Model Building

24 Pages Posted: 9 Sep 2002

See all articles by Peter S.H. Leeflang

Peter S.H. Leeflang

University of Groningen - Faculty of Economics and Business

Harald J. van Heerde

Massey University - Dept of Communication, Journalism & Marketing

Dick R. Wittink

Yale University, School of Management (Deceased)

Abstract

We provide a rationale for evolutionary model building. The basic idea is that to enhance user acceptance it is important that one begins with a relatively simple model. Simplicity is desired so that managers understand models. As a manager uses the model and builds up experience with this decision aid, she will realize its shortcomings. The model will then be expanded and will lead to the increase of complexity. Evolutionary model building also stimulates the generalization of marketing knowledge. We illustrate this by discussing different extensions of the SCAN*PRO model. The purpose of published model extensions is to increase the knowledge about "how promotions work" and to provide support for more complex decisions. We summarize the generated knowledge about how promotions work, based on this process.

JEL Classification: M31

Suggested Citation

Leeflang, Peter S.H. and van Heerde, Harald J. and Wittink, Dick R., How Promotions Work: Scan*Pro-Based Evolutionary Model Building. Schmalenbach Business Review, Vol. 54, July 2002. Available at SSRN: https://ssrn.com/abstract=321003 or http://dx.doi.org/10.2139/ssrn.321003

Peter S.H. Leeflang (Contact Author)

University of Groningen - Faculty of Economics and Business ( email )

Postbus 72
9700 AB Groningen
Netherlands

Harald J. Van Heerde

Massey University - Dept of Communication, Journalism & Marketing ( email )

Dept of Communication, Journalism & Marketing
Private Box 756
Wellington, 6140
New Zealand

Dick R. Wittink

Yale University, School of Management (Deceased)

N/A

Register to save articles to
your library

Register

Paper statistics

Downloads
1,575
Abstract Views
8,858
rank
10,894
PlumX Metrics