UM Data Science Research Seminar with SBE (CANCELLED)
The UM Data Science Research Seminar Series are monthly sessions organized by the Institute of Data Science, in collaboration with different departments across UM. The aim of these sessions is to bring together scientists from all over Maastricht University to discuss breakthroughs and research topics related to Data Science. This seminar is organized in collaboration with the Department of Marketing and Supply Chain Management (MSCM).
All events are in-person and free of charge. We also offer participants a FREE lunch.
LECTURE: 12:00 - 12:45
Speaker: Anne ter Braak
Title: The impact of an organic umbrella brand on incumbent brand performance
Abstract: This study investigates how the adoption of an organic umbrella brand, i.e. a brand offering only organic products across multiple categories under the same brand name, affects sales of incumbent products, brands, and categories at the traditional retailer. Using nearly five years of weekly grocery sales data, we study the impact of the adoption of an organic umbrella national brand across 71 product categories and 5 retailers. Following the similarity effect, similar products would be cannibalized. According to the attraction effect, similar products would benefit. We postulate that which effect prevails will depend on existing organic salience in the category.
Q&A: 12:45 - 13:00