Is Category Expansion a Realistic Long-Term Objective for Established Brands?

Published: Jan 1, 2020
Abstract
How often do established CPG categories expand following a period of stationarity? To what extent can the levers under manufacturer control bring about persistent growth in total category value? The authors explore these questions in order to test the commonly held assertion that brand leaders in established markets can grow sales by expanding total category demand. Findings from a study of US household panel data describing the purchasing of...
Paper Details
Title
Is Category Expansion a Realistic Long-Term Objective for Established Brands?
Published Date
Jan 1, 2020
Journal
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