Abstract

One of the most important objectives of channel relationship management concerns how to effectively monitor
the changes in each competitor’s performance in different types of channel structures in order to grasp the
dynamic state of competition. Unfortunately, competitor performance data is usually unavailable from a
company’s management information system. Under the condition of incomplete information, firms combine
market share-related data from both internal and external sources and make predictions based on statistical
models to ensure that they produce accurate market share information. In this paper, we propose a Bayesian
model to improve the accuracy of market forecasts and thereby raise the quality of channel relationship
management and help managers formulate more appropriate marketing strategies.

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