NICHER: an approach to identifying defensible product positions

Article Abstract:

The defensible product positioning problem faced by a firm with a market niche is considered. The problem, which involves identifying a position that will remain feasible after the entry of other players, is a complex one since it requires targetting several market segments, launching multiple products or both. In certain markets, however, defensible positions may be non-existent. To this end, two algorithms, NICHER-SCM and NICHER-PCM, for finding defensible positions using single and probabilistic choice models are introduced.

Operations research, Research, Methods, Management science, Reports, Marketing research, Market research, Target marketing

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Modeling the impact of product preannoucements in the context of indirect network externalities

Article Abstract:

Research is presented concerning the development of a model for the analysis of product preannouncement rationale and its role in influencing the perceptions of consumers prior to the launch of the product.

Marketing, Psychological aspects, Models, Marketing models, New products, Product introduction, Consumers

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