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Market Positioning of Differentiated Products

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  • Dimitrios Giannias
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    Abstract

    A brand is a mean of product differentiation and a kind of a sign by which we can distinguish one commodity from another. Consumers' utility, as well as commodity prices are affected by brands. Therefore, the market positioning of branded products is important for firms, too, since it affects profits. This paper presents a theoretical framework that incorporates aspects of brand in microeconomic analysis and the tools for an effective market positioning of differentiated products. A case study illustrates the workings of the methodology; the application evaluates the quality of major tyres producers and undertakes their market positioning.

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    File URL: http://www.tandfonline.com/10.1080/13571519984296
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    Bibliographic Info

    Article provided by Taylor & Francis Journals in its journal International Journal of the Economics of Business.

    Volume (Year): 6 (1999)
    Issue (Month): 1 ()
    Pages: 29-39

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    Handle: RePEc:taf:ijecbs:v:6:y:1999:i:1:p:29-39

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    Related research

    Keywords: Market Positioning; Comparative Product; Brand Evaluation;

    References

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    Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
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    1. Rosen, Sherwin, 1974. "Hedonic Prices and Implicit Markets: Product Differentiation in Pure Competition," Journal of Political Economy, University of Chicago Press, vol. 82(1), pages 34-55, Jan.-Feb..
    2. Kiefer, Nicholas M & Salmon, Mark, 1982. "Testing Normality in Econometric Models," The Warwick Economics Research Paper Series (TWERPS) 216, University of Warwick, Department of Economics.
    3. Bartik, Timothy J, 1987. "The Estimation of Demand Parameters in Hedonic Price Models," Journal of Political Economy, University of Chicago Press, vol. 95(1), pages 81-88, February.
    4. Giannias, Dimitrios A., 1991. "Housing quality differentials in urban areas," Journal of Urban Economics, Elsevier, vol. 29(2), pages 166-181, March.
    5. Allan D. Shocker & V. Srinivasan, 1974. "A Consumer-Based Methodology for the Identification of New Product Ideas," Management Science, INFORMS, vol. 20(6), pages 921-937, February.
    6. Muellbauer, John, 1974. "Household Production Theory, Quality, and the "Hedonic Technique."," American Economic Review, American Economic Association, vol. 64(6), pages 977-94, December.
    7. Arguea, N.M. & Hsiao, C. & Taylor, G.A., 1993. "Estimating Consumer Preferences Using Market Data - An Application to U.S. Automobile Demand," Papers 9316, Southern California - Department of Economics.
    8. Mendelsohn, Robert, 1984. "Estimating the Structural Equations of Implicit Markets and Household Production Functions," The Review of Economics and Statistics, MIT Press, vol. 66(4), pages 673-77, November.
    9. Epple, Dennis, 1987. "Hedonic Prices and Implicit Markets: Estimating Demand and Supply Functions for Differentiated Products," Journal of Political Economy, University of Chicago Press, vol. 95(1), pages 59-80, February.
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