VDM Verlag Discrete Brand Choice Models: Analysis and Applications

In this book, we study brand choice problem via the following three perspectives: a company's market share management, introduction of customers with different perspectives, and an analysis of an application domain which is illustrative of these issues. Our contributions following these perspectives include: (1) development of a stochastic differential-jump game (SDJG) model for brand competition in a specific situation wherein market share is modeled by a jump-diffusion process, (2) a robust hierarchical logit/probit model for market heterogeneity, and (3) applications of logit/probit model to the dynamic pricing problem occurring in production-inventory systems with jump events. Our research explores the use of quantitative method of operations research to control the dynamics of market share and provides a precise estimation method to integrate more detail information in discrete brand choice models. About the Author Liyu Zhu received a Ph.D. in operations research from the School of Industrial and Systems Engineering at Georgia Institute of Technology. His present research interests are credit risk derivatives, stochastic dynamic programming and game theory, and robust Bayesian statistics.