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| Author: | Sudharshan, D. May, J. H. Gruca, T. |
| Title: | DIFFSTRAT : An analytical procedure for generating optimal new product concepts for a differentiated-type strategy. |
| Journal: | European Journal of Operational Research
1988 : JUL, VOL. 36:1, p. 50-65 |
| Index terms: | NEW PRODUCTS CONSUMER BEHAVIOUR MARKETING STRATEGY |
| Language: | eng |
| Abstract: | It is shown that the "optimal" new product concepts generated sequentially are different from, and generality inferior to those generated simultaneously. A new procedure, called DIFFSTRAT, is presented, which solves this problem of generating simultaneously optimal multiple new products for a wide range of consumer preference models. This procedure utilizes a fundamental insight called the augmented space approach. Conclusions and directions of further research are presented, limitations discussed. |
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