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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

This is a long description of some author details.

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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Citation

Klein, Moore and Eubank (1983a, November 02). Getting the product mix strategy right via model for positioning assessment and potential prediction. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/getting-the-product-mix-strategy-right-via-model-for-positioning-assessment-and-potential-prediction