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| Tekijä: | Roth, S. |
| Otsikko: | Möglichkeiten und Grenzen ökonomischer Positionierungsmodelle |
| Lehti: | Schmalenbachs Zeitschrift für Betriebswirtschaftliche Forschung
1999 : VOL. 51:3, p. 243-266 |
| Asiasana: | POSITIONING PRODUCT POLICY DEMAND PRICES |
| Kieli: | ger |
| Tiivistelmä: | 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. |
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