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

Date of publication: November 2, 1983

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.

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