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V. (Paddy) Padmanabhan
Professor of Marketing
Journal Article
Bell D., Iyer G., Padmanabhan V. (. (2002). Price Competition under Stockpiling and Flexible Consumption Journal of Marketing Research, 39(3), (pp292-303).
Conventional wisdom suggests that the main effect of price promotion is on brand switching (i.e., secondary demand); however, some recent studies demonstrate that the primary demand expansion effect can be considerably larger than previously believed.