search query: @indexterm positioning / total: 214
reference: 53 / 214
| Author: | Roth, S. |
| Title: | Möglichkeiten und Grenzen ökonomischer Positionierungsmodelle |
| Journal: | Schmalenbachs Zeitschrift für Betriebswirtschaftliche Forschung
1999 : VOL. 51:3, p. 243-266 |
| Index terms: | POSITIONING PRODUCT POLICY DEMAND PRICES |
| Language: | ger |
| Abstract: | A review of economic literature concerned with potitioning shows that the respective models have developed from two theoretical roots: microeconomic theory and marketing science. This paper examines the possibilities and limitations of a class of models originating from Hotelling (1929) In a genralized model the consequences of different costumer distributions are investigated. The existence and properties of subgame perfect equilibrium depend on two main factors: The demand effect which results from the shape of costumer distribution and the price effect which reflects the effect of competitors' relative positions. |
SCIMA