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Deriving joint space positioning maps from consumer preference ratings

DeSarbo, Wayne; Park, Joonwook; Rao, Vithala - In: Marketing Letters 22 (2011) 1, pp. 1-14

Persistent link: https://www.econbiz.de/10008926154

Market segmentation in German business practice: relevance, procedures and challenges

Kesting, Tobias; Rennhak, Carsten - In: World Review of Entrepreneurship, Management and … 7 (2011) 4, pp. 361-379

The market segmentation concept, which aims at meeting the specific needs of different customer groups, has been part and parcel of marketing science for many years. Primarily the technical literature focuses on the different ways of creating segments. Up till now, the way in which companies...

Persistent link: https://www.econbiz.de/10009353082

The Turnaround of Tata Nano: Reinventing the Wheel

Singh, Swati; Srivastava, Pallavi - In: Vision 16 (2012) 1, pp. 45-52

strategies for launching and positioning backfired, leading to attraction of the wrong segment towards the car. There were …

Persistent link: https://www.econbiz.de/10011137546

—Planning New Tariffs at tele.ring: The Application and Impact of an Integrated Segmentation, Targeting, and Positioning Tool

Natter, Martin; Mild, Andreas; Wagner, Udo; Taudes, Alfred - In: Marketing Science 27 (2008) 4, pp. 600-609

. In cooperation with the management, we implemented and tested a new segmentation, targeting, and positioning tool, which …

Persistent link: https://www.econbiz.de/10008787562

Consumption Flexibility, Product Configuration, and Market Competition

Guo, Liang - In: Marketing Science 25 (2006) 2, pp. 116-130

When purchase and consumption decisions are separated in time and when future utility is state dependent, consumers may desire to pursue consumption flexibility by purchasing different products together (multiple buying). This paper analyzes the effects of consumption flexibility on competing...

Persistent link: https://www.econbiz.de/10008787818

Note—Competitive Price and Positioning Strategies

Hauser, John R. - In: Marketing Science 7 (1988) 1, pp. 76-91

Brand positioning and brand pricing are important strategic decisions for marketing managers. Such decisions are … and price adjustment by competitors thus leading to either new market equilibria or a price/positioning “war.” This paper … examines such price and positioning decisions in a competitive environment by extending the ‘Defender' consumer model to more …

Persistent link: https://www.econbiz.de/10008787920

Positioning of Store Brands

Sayman, Serdar; Hoch, Stephen J.; Raju, Jagmohan S. - In: Marketing Science 21 (2002) 4, pp. 378-397

We examine the retailer's store brand positioning problem. Our game-theoretic model helps us identify a set of …' perceptions of overall or product quality similarity. While it appears that retailers do follow a positioning strategy consistent …

Persistent link: https://www.econbiz.de/10008787993

Technical Note—Existence and Uniqueness of Price Equilibria in Defender

Hauser, John R.; Wernerfelt, Birger - In: Marketing Science 7 (1988) 1, pp. 92-93

This note provides a formal proof that for the Defender model, with uniformly distributed tastes, the Nash price equilibria exist and, for a given set of positions, that they are unique. We also show that the profit function is well-behaved—continuous and quasi-concave—and that the maximum...

Persistent link: https://www.econbiz.de/10008788221

Evaluating Alternative Retail Repositioning Strategies

Corstjens, Marcel; Doyle, Peter - In: Marketing Science 8 (1989) 2, pp. 170-180

A methodology is provided for examining the impact on profitability of a significant change in the merchandise portfolio of a retailer. Such repositioning is essential to maintain competitiveness in a rapidly changing environment. At the same time, management is often reluctant to undertake such...

Persistent link: https://www.econbiz.de/10008788275

Positioning and Pricing in a Variety Seeking Market

Sajeesh, S.; Raju, Jagmohan S. - In: Management Science 56 (2010) 6, pp. 949-961

We study competitive positioning and pricing strategies in markets where consumers seek variety. Variety seeking …

Persistent link: https://www.econbiz.de/10009191215

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