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In this paper, we develop the idea of a ‘simple model’—defined as one that a good business student can build and implement on his/her notebook PC using readily available software. We explore how such models have the potential to bridge the gap between what marketing academics create and what...
This editorial discusses an illustration of the potential hindrances to the diffusion of modern methodologies in the practitioners' (i.e. the buyers of research, not the consultants) community. Taking the example of classical regression analysis based on store‐level scanner data, the authors...
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