Increasingly, researchers in marketing are recognizing the “lability” of attribute importance weights derived from measurement techniques, such as conjoint analysis. As has been suggested by Simonson and Tversky, attribute importance weights can be sensitive to competitive product context...

Recently, a number of articles have appeared in the marketing literature dealing with (single) product design optimization. The present paper represents a start toward extending this research to product line decisions. We first formulate two versions of the problem and describe their various...

This paper describes a case application of SIMOPT, a product positioning model and decision support system.

Purpose – Given the dramatic changes in the business environment, the purpose of the paper is to stimulate readers to challenge their mental models of business and industrial marketing, and consider the implications of the blurring of the lines between industrial and consumer marketing....