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COMPETITOR: un modèle de positionnement concurrentiel des marques appliqué à des données de panel consommateur

Author

Listed:
  • Dwight Merunka

    (AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université)

  • I. Le Roy

Abstract

Nous décrivons łans cet article une application du modèle COMPETITOR à des données du panel de consommateurs SECODIP. Le modèle fournit en particulier une carte de positionnement concurrentiel des marques, basée sur le comportement d'achat effectif des consommateurs. Aucune donnée expérimentale ou ad hoc n'est nécessaire. Dans une deuxième partie, nous proposons un cadre d'analyse des capacités concurrentielles d'une marque en particulier, face à ses principaux concurrents. Cette analyse est également appliquée aux données du panel consommateur.

Suggested Citation

  • Dwight Merunka & I. Le Roy, 1991. "COMPETITOR: un modèle de positionnement concurrentiel des marques appliqué à des données de panel consommateur," Post-Print hal-02014397, HAL.
    • Handle: RePEc:hal:journl:hal-02014397
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    Cited by:

    1. Khalil Assala & Suela Bylykbashi & Gilles Roehrich, 2021. "How To Measure Competitive Intensity?," Post-Print hal-03381232, HAL.

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