How promotions work

SCAN*PRO-based evolutionary model building

H.J. van Heerde, P.S.H. Leeflang, D.R. Wittink

Research output: Contribution to journalArticleProfessional

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 extenstions 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.
Original languageEnglish
Pages (from-to)198-220
JournalSchmalenbach Business Review
Volume54
Issue number3
Publication statusPublished - 2002

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van Heerde, H. J., Leeflang, P. S. H., & Wittink, D. R. (2002). How promotions work: SCAN*PRO-based evolutionary model building. Schmalenbach Business Review, 54(3), 198-220.
van Heerde, H.J. ; Leeflang, P.S.H. ; Wittink, D.R. / How promotions work : SCAN*PRO-based evolutionary model building. In: Schmalenbach Business Review. 2002 ; Vol. 54, No. 3. pp. 198-220.
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van Heerde, HJ, Leeflang, PSH & Wittink, DR 2002, 'How promotions work: SCAN*PRO-based evolutionary model building', Schmalenbach Business Review, vol. 54, no. 3, pp. 198-220.

How promotions work : SCAN*PRO-based evolutionary model building. / van Heerde, H.J.; Leeflang, P.S.H.; Wittink, D.R.

In: Schmalenbach Business Review, Vol. 54, No. 3, 2002, p. 198-220.

Research output: Contribution to journalArticleProfessional

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AU - Wittink, D.R.

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AB - 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 extenstions 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.

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van Heerde HJ, Leeflang PSH, Wittink DR. How promotions work: SCAN*PRO-based evolutionary model building. Schmalenbach Business Review. 2002;54(3):198-220.