This paper outlines a paradigm for strategic research that goes beyond the normal mode of data interpretation and delivers truly decision- oriented information. The authors first review the existing literature on game-theoretic applications and highlight examples and principles of general usage. Secondly how these principles can be applied to inform strategic decisions in markets with a well-defined competitive environment is shown. General points are embedded in a case study. Thirdly the authors demonstrate how these frameworks can then be integrated with economic data to provide a platform for strategic decision taking. The paper concludes by outlining the ingredients of a new and innovative model for informing business decisions through marketing research.
A decision support system for marketing strategies based on survey data
Catalogue: ESOMAR Congress 1989
Author: Klaus Stadtler
Company: Infratest dimap Gesellschaft fur Trend- und Wahlforschung mbH
September 1, 1989
Laboratory price response measurement in testing new products
Catalogue: Seminar 1992: Do New Technologies Help Or Hinder Marketing Decisions?
Authors: Bernd Erichson, Karl-Ludwig BÃ¶rtzler
June 15, 1992
Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Authors: Glen L. Urban, John R. Hause
June 15, 1984
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