Marketing research is a complex multi-step process that requires in-depth knowledge of the object of study, the accuracy and timeliness of the results of which largely determine the successful operation of the entire enterprise. Most business failures (from loss of market share to bankruptcy)...

Choi, DeSarbo and Harker (1990) have recently proposed a numerical methodology for optimal product positioning and pricing under the assumption that the incumbents react only with price changes in the short run. The current note extends this methodology to include incumbents' long-run strategy...