Firms periodically alter the characteristics of their brands in hope of increasing their popularity and profitability. This paper develops and illustrates a methodology to evaluate these multi-dimensional repositioning strategies. We start by forwarding a procedure to estimate the multiattribute...

When modeling the behavior of firms, marketers and micro-economists routinely confront complex problems of strategic interaction. In competitive environments, firms make strategic decisions that not only depend on the features of the market, but also on their beliefs regarding the reactions of...