The Practice Prize Reports consist of one article with two parts as follows: “Sinha, Ashish, J. Jeffrey Inman, Yantao Wang, Joonwook Park. Attribute drivers: A factor analytic choice map approach for understanding choices among SKUs” and “Tellis, Gerard J., Rajesh K. Chandy, Deborah...

Purpose Joint space multidimensional scaling (MDS) maps are often utilized for positioning analyses and are estimated with survey data of consumer preferences, choices, considerations, intentions, etc. so as to provide a parsimonious spatial depiction of the competitive landscape. However,...

Purpose – Customer value has recently become a primary focus among many strategy researchers and practitioners as an essential element of a firm's competitive strategy. Many firms are engaged in some form of customer value analysis (CVA), which involves a structural analysis of the antecedent...

It has been shown in the behavioral decision making, marketing research, and psychometric literature that the structure underlying preferences can change during the administration of repeated measurements (e.g., conjoint analysis) and data collection because of effects from learning, fatigue,...