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Invited Commentary—Commentary on Structural Modeling in Marketing: Review and Assessment

John M. Olin School of Business, Washington University, St. Louis, Missouri 63130
chan{at}olin.wustl.edu

Chintagunta, Erdem, Rossi, and Wedel (2006) (CERW) discuss many different issues related to the use of structural models in marketing. They use examples of structural models that involve both consumer demand and supply-side competition to provide a critical assessment of the strengths and weaknesses of structural modeling and its future in marketing. While they have done a very nice job, the purpose of this commentary is to provide additional discussion of the three issues raised in their paper.