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Positioning of new brands in an experiment

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Abstract

This paper deals with an experimental investigation of positioning new brands. For this purpose, a management game was carried out with students. The brands introduced in the cause of the game were analysed in respect to their positions in a two-dimensional feature space. We try to find out which of the two strategies, niche policy and imitation, is more frequently used in complex decision situations and if there is a difference in profits. Furthermore, we want to find out, whether differences of prices and advertising exist in our experiment depending on the positioning strategy used.

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Authors and Affiliations

  1. Department of Statistics and Operations Research, Karl-Franzens-Universität Graz, Universitätsstraße 15, 8010, Graz, Austria

    Vera Hofer & Klaus Ladner

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  1. Vera Hofer
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  2. Klaus Ladner
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Correspondence to Vera Hofer.

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Hofer, V., Ladner, K. Positioning of new brands in an experiment. cent.eur.j.oper.res. 14, 435–454 (2006). https://doi.org/10.1007/s10100-006-0015-6

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