Positioning of new brands in an experiment |
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Authors: | Vera Hofer Klaus Ladner |
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Institution: | 1. Department of Statistics and Operations Research, Karl-Franzens-Universit?t Graz, Universit?tsstra?e 15, 8010, Graz, Austria
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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. |
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Keywords: | Product differentiation Heterogeneous oligopoly Imitation Niche policy Complex decision situation |
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