Exploring for competitive advantages in business markets
Article Abstract:
In hypercompetitive business markets, the ability to develop unique competitive advantages often spells the difference between corporate success and failure. Overlaying segmentation with multiattribute analysis yields a competitive advantage matrix that provides perspectives for uncovering new competitive advantages. The scheme accomplishes this by systemically assessing variances among ideal, perceived, and actual ratings on key attributes for the company's own brand and for each major competitive brand. Flowing directly from this analysis is a set of seven potential strategic alternatives for building competitive advantage. Guidelines for developing and prioritizing the strategies are included. Regularly applying the approach over time can also yield built-in measures for evaluating the success of previously implemented competitive advantage strategies. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1997
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Predicting probability of new product success with structured executive judgement
Article Abstract:
Managers and academics are still giving considerable attention to the long-standing problem of assessing why some new products are successful while others fail. More tools and data are now available to managers for predicting a product's success, but ultimately the final decision taken about the product is only as good as the quality of the managerial judgement applied to the available data. Recent research has indicated that pooled executive judgement could be a more appropriate way forward.
Publication Name: Marketing & Research Today (Netherlands)
Subject: Business, international
ISSN: 0923-5957
Year: 1995
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