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| Author: | Albers, S. |
| Title: | Gewinnorientierte Neuproduktpositionierung in einem Eigenschaftsraum = Profit oriented positioning of new products in an attribute space |
| Journal: | Schmalenbachs Zeitschrift für Betriebswirtschaftliche Forschung
1989 : MAR, VOL. 41:3, p.186-209 |
| Index terms: | NEW PRODUCTS PROFIT PLANNING OPTIMIZATION POSITIONING |
| Language: | ger |
| Abstract: | Profit maximizing approaches to the new product positioning problem have to deal with the problem that sales volume depends on the position within the perceived attribute space while costs depend on the position within the technical attribute space. Discussed are different methods to link both spaces. As there cannot exist a unique mapping from the perceived to the technical attribute space because there are more technical than perceived attribute dimensions, no global optimization procedure can be developed. Consequently, a heuristic is proposed that makes use of existing sales maximizing new product positioning algorithms for weighted customers. A simulation experiment shows a high precision of approximation. |
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