Positioning of new brands in an experiment

Vera Hofer () and Klaus Ladner ()

Central European Journal of Operations Research, 2006, vol. 14, issue 4, 435-454

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

Keywords: Product differentiation; Heterogeneous oligopoly; Imitation; Niche policy; Complex decision situation (search for similar items in EconPapers)
Date: 2006
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DOI: 10.1007/s10100-006-0015-6

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