Wharton marketing professor Leonard Lodish admits he is somewhat to blame for the erosion in brand pricing power that has hit many consumer-goods companies -- but not entirely to blame. In 1993 as store-level scanning data started to become widely available Lodish coauthored an article outlining its power to gauge the effect of price promotions on revenue. But he also warned that these tools were not the only determinant of brand power. Now in a new paper Lodish and co-author Carl F. Mela show how widespread adoption of easy-to-harness short-term measures has altered consumer behavior and made it harder for brand managers to compete.
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