Enhancing marketing with engineering: Optimal product line design for heterogeneous markets

Jeremy J. Michalek, Peter Ebbes, Feray Adigüzel, Fred M. Feinberg and Panos Y. Papalambros

International Journal of Research in Marketing, 2011, vol. 28, issue 1, 1-12

Abstract: Successful product line design and development often require a balance of technical and market tradeoffs. Quantitative methods for optimizing product attribute levels using preference elicitation (e.g., conjoint) data are useful for many product types. However, products with substantial engineering content involve critical tradeoffs in the ability to achieve those desired attribute levels. Technical tradeoffs in product design must be made with an eye toward market consequences, particularly when heterogeneous market preferences make differentiation and strategic positioning critical to capturing a range of market segments and avoiding cannibalization.

Keywords: Product line design; Heterogeneity; Decomposition; Analytical target cascading; Hierarchical Bayes; Conjoint analysis; Discrete choice analysis; Design optimization (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (12)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:28:y:2011:i:1:p:1-12

DOI: 10.1016/j.ijresmar.2010.08.001

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