Van Ewijk Gijsbrechts Steenkamp 2022

We conduct our analyses in two categories, potato chips and laundry detergent, and combine data from three sources. First, we have access to unique scanner-panel data, obtained through Kantar Worldpanel, which track the CPG purchases and gifts for a Chinese urban panel of over 40,000 households, between 2011 and 2014. Second, to identify and characterize SKU introductions, we acquired data from Product Launch Analytics for the Chinese market, which provide information on the brand name, time of introduction, and the ‘novel’ feature, of new-product additions. Third, we bought advertising data from Kantar Media, comprising monthly ad spending (by brand and category) across all media types.