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Getting the product mix strategy right via model for positioning assessment and potential prediction

Date of publication: November 2, 1983

Catalogue: Seminar 1983: New Product Development

Authors: Robert L. Klein, Katherine A. Moore, Sandra K. Eubank

Abstract:

This paper will describe a model and market measurement system which predicts new product potential at the concept/product stage of development and explicitly links the prediction to perceptions before and after use. The discussion includes model development, measurements, and analysis findings. A case study is presented which demonstrates an actual application of the model. Finally, validation results are shown for recent studies performed in Europe and Japan.

Robert L. Klein

Author

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Katherine A. Moore

Author

This is a long description of some author details.

Sandra K. Eubank

Author

This is a long description of some author details.

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Klein, Moore and Eubank (1983a, November 02). Getting the product mix strategy right via model for positioning assessment and potential prediction. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/getting-the-basics-right