The positioning and pricing of a new brand requires knowledge about the relationship of both demand and cost with potential attribute locations and prices. This paper addresses this problem and illustrates it in the context of the automobile market. Multi-attribute expected utility theory which...

The efficient operation of a salesforce is a critical element in the profitability of many firms. Three factors play key roles: the salesforce's size, its allocation and its productivity. This gives rise to the following questions: can salesforce performance be improved by (1) hiring more...

Linear programming-based estimation procedures are used in a variety of arenas. Two notable areas are multiattribute utility models (LINMAP) and production frontiers (data envelopment analysis (DEA)). Both LINMAP and DEA have theoretical and managerial advantages. For example, LINMAP treats...

Ordinal preference measures have a number of advantages relative to cardinal measures in the estimation of individual level multi-attribute utility functions. This paper: (a) outlines a theoretical foundation for estimating a cardinal scaled utility function from ordinal preference data, in...

Firms periodically alter the characteristics of their brands in hope of increasing their popularity and profitability. This paper develops and illustrates a methodology to evaluate these multi-dimensional repositioning strategies. We start by forwarding a procedure to estimate the multiattribute...