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...

Reply to commentaries (Dodson, J. A., J. B. Brodsky. 1987. Commentary. 202–203 and Johnson, R. M. 1987. Commentary. 204–205.) to authors' paper (Sudharshan, D., J. H. May, A. D. Shocker. 1987. A simulation comparison of methods for new product location. 182–201.).

In the present study, we find that a restrictive message that limits the availability of the product amount (vs. purchasing time) is perceived as more competitive by consumers. Previous literature on gender difference suggests that men (vs. women) tend to respond more positively to competition...

The authors propose a new approach for measuring, analyzing, and predicting a brand's equity in a product market. Brand equity is defined as the incremental contribution ($) per year obtained by the brand in comparison to the underlying product (or service) with no brand-building efforts. The...

The authors propose a new approach for measuring, analyzing, and predicting a brand's equity in a product market. Brand equity is defined as the incremental contribution ($) per year obtained by the brand in comparison to the underlying product (or service) with no brand-building efforts. The...

Existing research on the market evolution model focused on new product sales growth for a single product category. Accordingly, this approach did not imply any interactions among separate but related product categories that could affect each other's market growth. However, the importance of...