Orbach, Yair; Fruchter, Gila E. - In: Review of Marketing Science 8 (2010) 1
product lifecycle, pre-launch. Market growth is driven by product's utility increase due to technology evolution, while firms … utility increase and market growth makes the problem inherently dynamic. To find the dependency of utility increase on market … product's utility, we use data collected by a conjoint study. The ability to collect and interpret data about both demand and …