Niching versus Change-of-Pace Brands: Using Purchase Frequencies and Penetration Rates to Infer Brand Positionings
研究通过分析购买频率和渗透率偏离Ehrenberg定律的程度，推断低市场份额品牌是利基型还是节奏变化型，基于四个产品类的面板数据。
The authors examine deviations from Ehrenberg's “ w i (1 - b i ) equal to a constant” law to infer the positioning of low share brands as niche versus change-of-pace brands. Results from empirical analyses using NPD panel data for four product classes are reported.