Predictive competitive intelligence with pre‐release online search traffic

Schaer, Oliver and Kourentzes, Nikolaos and Fildes, Robert (2022) Predictive competitive intelligence with pre‐release online search traffic. Production and Operations Management, 31 (10). pp. 3823-3839. ISSN 1059-1478

Full text not available from this repository.

Abstract

In today's competitive market environment, it is vital for companies to gain insight about competitors' new product launches. Past studies have demonstrated the predictive value of prerelease online search traffic (PROST) for new product forecasting. Relying on these findings and the public availability of PROST, we investigate its usefulness for estimating sales of competing products. We propose a model for predicting the success of competitors' product launches, based on own past product sales data and competitor's prerelease Google Trends. We find that PROST increases predictive accuracy by more than 18% compared to models that only use internally available sales data and product characteristics of video game sales. We conclude that this inexpensive source of competitive intelligence can be helpful when managing the marketing mix and planning new product releases.

Item Type:
Journal Article
Journal or Publication Title:
Production and Operations Management
Uncontrolled Keywords:
/dk/atira/pure/subjectarea/asjc/1400/1405
Subjects:
ID Code:
178567
Deposited By:
Deposited On:
04 Nov 2022 16:30
Refereed?:
Yes
Published?:
Published
Last Modified:
22 Nov 2022 11:39