Collection
Special Issue: Looking across Product Categories in Marketing Science
In our call-for papers we addressed several research gaps in the literature on multi-category purchase behavior which are relevant for this special issue. Of course, we did not expect submitted papers to completely eliminate these gaps. But we think that the papers included in this issue contribute to narrow several of these gaps. Two papers deal with expenditure shares or loyalty segments in contrast to the extant literature with its focus on purchase incidence. These two papers also differ from previous publications in another respect as they combine a cross-category with a brand perspective. Most publications on multi-category purchase behavior typically only give qualitative managerial implications and do not try to measure cross category effects on quantitative business goals. Two papers of this issue on the other hand assess profit or sales revenue increases across several categories due to promoting categories. Finally, another paper demonstrates the power of visualization aids for complex, high-dimensional data to assist marketing analysts.
Editors
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Harald Hruschka
Marketing Chair, University of Regensburg, Universita¨tsstrasse 31, 93053 Regensburg, Germany
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Thomas Reutterer
Institute for Service Marketing and Tourism, WU Vienna University of Economics and Business, Welthandelsplatz 1, 1020 Vienna, Austria
