search query: @author Ofek, E. / total: 11
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| Author: | Ofek, E. Srinivasan, V. |
| Title: | How much does the market value an improvement in a product attribute? |
| Journal: | Marketing Science
2002 : FALL, VOL. 21:4, p. 398-411 |
| Index terms: | Brands Conjoint analysis Positioning Product attributes Product development |
| Freeterms: | Market value |
| Language: | eng |
| Abstract: | A firm contemplating improvements to its product attributes would be interested in the dollar value the market attaches to any potential product modification. In this paper, the authors derive a measure of market value such that the comparison of the measure against the incremental unit cost of the attribute improvement is key in deciding whether or not the attribute improvement is profitable. Competition from other brands, the potential for market expansion and heterogeneity in customer preference structures are explicitly modeled using the multinomial logit framework. |
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