Showing 1 - 10 of 37
This paper develops a methodology for modeling consumer response that integrates previous research in stochastic brand selection, diffusion of innovation, test market analysis, and new product design. The methodology makes it practical to extend brand selection models to include diffusion...
Persistent link: https://www.econbiz.de/10009208622
This research focuses on how price changes influence the observed pattern of brand competition. The paper begins with a basic utility model formulation and examines the implications of three major classes of preference distributions on the expected patterns of competition. A price-tier model is...
Persistent link: https://www.econbiz.de/10008788285
Persistent link: https://www.econbiz.de/10011637137
This paper analyzes how a firm should adjust its marketing expenditures and its price to defend its position in an existing market from attack by a competitive new product. Our focus is to provide usable managerial recommendations on the strategy of response. In particular we show that if...
Persistent link: https://www.econbiz.de/10008787524
No abstract available.
Persistent link: https://www.econbiz.de/10008787538
In most marketing experiments, managerial decisions are not based directly on the estimates of the parameters but rather on functions of these estimates. For example, many managerial decisions are driven by whether or not a feature is valued more than the price the consumer will be asked to pay....
Persistent link: https://www.econbiz.de/10008787711
For every new product and service entrant, there are usually many incumbents who must defend their positions in the market. Hence, defensive strategy is as least as critical as new-product strategy. Our 1983 article argued that defensive strategy critically depends on the distribution of buyer...
Persistent link: https://www.econbiz.de/10008787728
Greedoid languages provide a basis to infer best-fitting noncompensatory decision rules from full-rank conjoint data or partial-rank data such as consider-then-rank, consider-only, or choice data. Potential decision rules include elimination by aspects, acceptance by aspects, lexicographic by...
Persistent link: https://www.econbiz.de/10008787907
Brand positioning and brand pricing are important strategic decisions for marketing managers. Such decisions are interrelated and depend upon competitive brand positions and prices. However, any unilateral decisions may encourage repositioning and price adjustment by competitors thus leading to...
Persistent link: https://www.econbiz.de/10008787920
Virtual advisors often increase sales for those customers who find such online advice to be convenient and helpful. However, other customers take a more active role in their purchase decisions and prefer more detailed data. In general, we expect that websites are more preferred and increase...
Persistent link: https://www.econbiz.de/10008788016