How marketing balances the battle between premium and regular products? Brand sales dynamics in an emerging market

摘要: Evolution and stationarity are key time series empirical concepts which need theoretical assessment by extant research. This study presents a model to explain brand sales dynamics in emerging markets using two dimensions: behavior (stationary or evolution) final position (negative, neutral positive).,A three-step methodological approach was performed. First, individual were classified (stationarity after unit root tests. These then regressed against variable. steps enabled qualitative classification of six proposed positions, ranging from the worst best scenario for marketing managers. A multinomial identified effect these positions.,Descriptive statistics reveal an insignificant prevalence stationary small number positive (ascending promising). The shows that price is negatively associated important service strategies how product decisions can lead avoidance negative positions.,The limited short unique transactional dataset multinational energy company based Brazil.,The research provides rational framework managers involved with regarding markets.,The advance into development models uncover conditions market evolution context marked shortage data.