Increasing Returns to Scale (Convex) Model — Sales Response Function


Constant Returns to Scale (Linear) Model - Sales Response Function — Marketing mix Modelling

Exhibit 35.2-3   Increasing Returns to Scale (Convex) Model.

Increasing Returns to Scale (Convex) Model

The exponential model  (S=eαeβX) is an example of a convex shaped, increasing returns to scale model. This may apply for price, provided it is represented as 1/P:

$$ S = S_0 e^{-βP}, β>0 $$

Where P is price and S is sales. S0 and β are model parameters. S0 is the intercept.

The model assumes that the sales response to decreases in price may exhibit increasing returns to scale.


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