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A Parsimonious Description of the Hendry System

Author

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  • Manohar U. Kalwani

    (Massachusetts Institute of Technology)

  • Donald G. Morrison

    (Columbia University)

Abstract

In this paper we will present some basic concepts of the Hendry System and derive the results claimed in the HendroDynamics Chapters [HendroDynamics: Fundamental Laws of Consumer Dynamics, Hendry Corporation, Chapter 1 (1970) and Chapter 2 (1971).] from two simple probabilistic assumptions; namely, zero order consumers and switching proportional to market share. We will develop the notion of partitioning which constitutes a major component of the Hendry System by briefly describing the procedure for identifying the partitioning structure in a given market. With this illustration we will point out various implications which can be drawn from a correctly identified market structure. All of our results are obtained without resorting to the entropy concept that has caused so much confusion in recent debates over the validity or usefulness of the Hendry Model.

Suggested Citation

  • Manohar U. Kalwani & Donald G. Morrison, 1977. "A Parsimonious Description of the Hendry System," Management Science, INFORMS, vol. 23(5), pages 467-477, January.
    • Handle: RePEc:inm:ormnsc:v:23:y:1977:i:5:p:467-477
    DOI: 10.1287/mnsc.23.5.467
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    Cited by:

    1. LAURENT, Gilles & RUNGIE, Cam & DALL'OLMO RILEY, Francesca & MORRISON, Donald G. & ROY, Tirthankar, 2001. "Measuring and modeling the (limited) consistency of free choice attitude questions," HEC Research Papers Series 735, HEC Paris.
    2. Sudhir Voleti & Praveen K. Kopalle & Pulak Ghosh, 2015. "An Interproduct Competition Model Incorporating Branding Hierarchy and Product Similarities Using Store-Level Data," Management Science, INFORMS, vol. 61(11), pages 2720-2738, November.
    3. Randolph E. Bucklin & Sunil Gupta, 1999. "Commercial Use of UPC Scanner Data: Industry and Academic Perspectives," Marketing Science, INFORMS, vol. 18(3), pages 247-273.
    4. Riebe, Erica & Wright, Malcolm & Stern, Philip & Sharp, Byron, 2014. "How to grow a brand: Retain or acquire customers?," Journal of Business Research, Elsevier, vol. 67(5), pages 990-997.
    5. Dawes, John & Nenycz-Thiel, Magda, 2013. "Analyzing the intensity of private label competition across retailers," Journal of Business Research, Elsevier, vol. 66(1), pages 60-66.
    6. Berend Wierenga, 2006. "—Motion Pictures: Consumers, Channels, and Intuition," Marketing Science, INFORMS, vol. 25(6), pages 674-677, 11-12.
    7. Kannan, P. K. & Yim, Chi Kin (Bennett), 2001. "An investigation of the impact of promotions on across-submarket competition," Journal of Business Research, Elsevier, vol. 53(3), pages 137-149, September.
    8. Park, Sehoon & Jain, Dipak & Krishnamurthi, Lakshman, 1998. "A hierarchical elimination modeling approach for market structure analysis," European Journal of Operational Research, Elsevier, vol. 111(2), pages 328-350, December.

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