Overlapping Clustering: A New Method for Product Positioning

Journal of Marketing Research, Vol. 18, No. 3 (Aug., 1981), pp. 310-317

9 Pages Posted: 2 May 2016

See all articles by Phipps Arabie

Phipps Arabie

Rutgers, The State University of New Jersey

J. Carroll

Rutgers, The State University of New Jersey (Deceased)

Wayne S. DeSarbo

Pennsylvania State University

Yoram Jerry Wind

University of Pennsylvania - Marketing Department

Date Written: August 1981

Abstract

Most clustering techniques used in product positioning and market segmenta­tion studies render mutually exclusive equivalence classes of the relevant products or subjects space. Such classificatory techniques are thus restricted to the extent that they preclude overlap between subsets or equivalence classes. An overlapping clustering model, ADCLUS, is described which can be used in marketing studies involving products/ subjects that can belong to more than one group or cluster simultaneously. The authors provide theoretical justification for and an application of the approach, using the MAPCLUS algorithm for fitting the ADCLUS model.

Suggested Citation

Arabie, Phipps and Carroll, J. and DeSarbo, Wayne S. and Wind, Yoram Jerry, Overlapping Clustering: A New Method for Product Positioning (August 1981). Journal of Marketing Research, Vol. 18, No. 3 (Aug., 1981), pp. 310-317, Available at SSRN: https://ssrn.com/abstract=2772734

Phipps Arabie

Rutgers, The State University of New Jersey ( email )

311 North 5th Street
New Brunswick, NJ 08854
United States

J. Carroll

Rutgers, The State University of New Jersey (Deceased)

Wayne S. DeSarbo (Contact Author)

Pennsylvania State University ( email )

University Park
State College, PA 16802
United States

Yoram Jerry Wind

University of Pennsylvania - Marketing Department ( email )

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
105
Abstract Views
624
rank
315,565
PlumX Metrics