This paper suggests a procedure which analytically ties a model to predict users' predispositions to purchase different "brands" in a product-market together with a search process to identify optimal new product ideas. Brands, conceptualized as attribute bundles, are located in a prespecified...

Purpose – The purpose of this paper is to examine whether marketing alliances create value for shareholders, and whether the results are robust across different business cycles. Design/methodology/approach – Using standard event study methodology, abnormal returns (AR) were computed for 402...

Four algorithms for locating an “optimal” new product in a multiattribute product space—Albers and Brockhoff's PROPOPP; Gavish, Horsky, and Srikanth's Method IV; May and Sudharshan's PRODSRCH; and GRID SEARCH—are compared in terms of the relative share of preferences the new product will...