A Constrained Unfolding Methodology for Product Positioning

Marketing Science, Vol. 5, No. 1, pp. 1-19, 1986

19 Pages Posted: 25 May 2016

See all articles by Wayne S. DeSarbo

Wayne S. DeSarbo

Pennsylvania State University

Vithala R. Rao

Cornell University - Samuel Curtis Johnson Graduate School of Management

Date Written: 1986

Abstract

This paper presents a recently developed unfolding methodology for analyzing preferential/dominance data that addresses the product positioning/repositioning decision problem of product (re)design and targeting by relating brand and consumer characteristics explicitly to perceptual brand locations and ideal points respectively. The methodology and associated algorithm are applied to a set of preference data for twelve models of residential communication devices. Various managerial implications of the model for product positioning and optimal product design are illustrated and discussed.

Keywords: Product Positioning, Optimal Product Design, Multidimensional Unfolding, Preference Models

Suggested Citation

DeSarbo, Wayne S. and Rao, Vithala R., A Constrained Unfolding Methodology for Product Positioning (1986). Marketing Science, Vol. 5, No. 1, pp. 1-19, 1986, Available at SSRN: https://ssrn.com/abstract=2783467

Wayne S. DeSarbo (Contact Author)

Pennsylvania State University ( email )

University Park
State College, PA 16802
United States

Vithala R. Rao

Cornell University - Samuel Curtis Johnson Graduate School of Management ( email )

Ithaca, NY 14853
United States

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