PRODUCT DESIGN STRATEGIES FOR TARGET-MARKET POSITIONING

被引：23
|
作者：
GREEN, PE
KRIEGER, AM
机构：
来源：
JOURNAL OF PRODUCT INNOVATION MANAGEMENT | 1991年 / 8卷 / 03期
关键词：
D O I：
10.1016/0737-6782(91)90026-U
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Designing optimal positioning strategies for target segments has become an area of intense research interest over the past few years. This article examines a variety of strategies that can be operationalized from conjoint analysis input data. Paul Green and Abba Krieger discuss strategies for modifying buyer perceptions, ideal-level preferences and attribute importances that are attractive for a firm's existing brand(s). They then consider longer run strategies for modifying the current brand's attribute levels and develop a case to illustrate applications of the techniques.
引用
收藏
页码：189 / 202
页数：14
相关论文
共 50 条
  • [1] The case for separation of Asian American ethnic groups as we consider our target-market strategies
    Schumann, DW
    Lee, J
    Watchravesringkan, K
    DIVERSITY IN ADVERTISING: BROADENING THE SCOPE OF RESEARCH DIRECTIONS, 2004, : 341 - 355
  • [2] Pricing and product design: Intermediary strategies in an electronic market
    Bhargava, HK
    Choudhary, V
    Krishnan, R
    INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE, 2000, 5 (01) : 37 - 56
  • [3] PRE-EMPTIVE PRODUCT POSITIONING STRATEGIES UNDER MARKET SHARE RESTRICTIONS
    SUDHARSHAN, D
    KUMAR, KR
    MANAGERIAL AND DECISION ECONOMICS, 1988, 9 (02) : 93 - 99
  • [4] A Decision Support System for market-driven product positioning and design
    Lei, Ningrong
    Moon, Seung Ki
    DECISION SUPPORT SYSTEMS, 2015, 69 : 82 - 91
  • [5] IT product management: Successful market positioning
    Scherrer, Eric J.
    Besch, Oliver
    Seifert, Frank
    ComTec, 2002, 80 (03): : 32 - 35
  • [6] Theoretical aspects of product positioning in the market
    Ostaseviciute, Ruta
    Sliburyte, Laimona
    INZINERINE EKONOMIKA-ENGINEERING ECONOMICS, 2008, (01): : 97 - 103
  • [7] MARKET-DRIVEN POSITIONING OF REMANUFACTURED PRODUCT FOR DESIGN FOR REMANUFACTURING WITH PART UPGRADE
    Kwak, Minjung
    Kim, Harrison M.
    PROCEEDINGS OF THE ASME INTERNATIONAL DESIGN ENGINEERING TECHNICAL CONFERENCES AND COMPUTERS AND INFORMATION IN ENGINEERING CONFERENCE, 2011, VOL 9, 2012, : 1043 - 1055
  • [8] EVALUATING ALTERNATIVE PRODUCT POSITIONING STRATEGIES
    DILLON, WR
    DOMZAL, T
    MADDEN, TJ
    JOURNAL OF ADVERTISING RESEARCH, 1986, 26 (04) : 29 - 35
  • [9] PRODUCT POSITIONING STRATEGIES FOR SEGMENT PREEMPTION
    GRUCA, TS
    KUMAR, KR
    SUDHARSHAN, D
    1988 AMA EDUCATORS PROCEEDINGS : EFFICIENCY AND EFFECTIVENESS IN MARKETING, 1988, 54 : 47 - 52
  • [10] Product management strategies for a technology product market
    Ishioka, Masaru
    Yasuda, Kazuhiko
    PICMET '07: PORTLAND INTERNATIONAL CENTER FOR MANAGEMENT OF ENGINEERING AND TECHNOLOGY, VOLS 1-6, PROCEEDINGS: MANAGEMENT OF CONVERGING TECHNOLOGIES, 2007, : 1906 - +
12345