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Positioning of new brands in an experiment

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  • Vera Hofer
  • Klaus Ladner

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. Copyright Springer-Verlag 2006

Suggested Citation

  • Vera Hofer & Klaus Ladner, 2006. "Positioning of new brands in an experiment," Central European Journal of Operations Research, Springer;Slovak Society for Operations Research;Hungarian Operational Research Society;Czech Society for Operations Research;Österr. Gesellschaft für Operations Research (ÖGOR);Slovenian Society Informatika - Section for Operational Research;Croatian Operational Research Society, vol. 14(4), pages 435-454, December.
    • Handle: RePEc:spr:cejnor:v:14:y:2006:i:4:p:435-454
    DOI: 10.1007/s10100-006-0015-6
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