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Market Positioning of Differentiated Products

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Author Info
DIMITRIOS A. GIANNIAS
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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Article provided by Taylor and Francis Journals in its journal International Journal of the Economics of Business.

Volume (Year): 6 (1999)
Issue (Month): 1 (February)
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 listed on IDEAS
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.:

  1. Arguea, N M & Hsiao, C & Taylor, G A, 1994. "Estimating Consumer Preferences Using Market Data--An Application to U.S. Automobile Demand," Journal of Applied Econometrics, John Wiley & Sons, Ltd., vol. 9(1), pages 1-18, Jan.-Marc. [Downloadable!] (restricted)
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  2. Giannias, Dimitrios A, 1989. "Consumer Benefit from Air Quality Improvements," Applied Economics, Taylor and Francis Journals, vol. 21(8), pages 1099-1108, August.
  3. Muellbauer, John, 1974. "Household Production Theory, Quality, and the "Hedonic Technique."," American Economic Review, American Economic Association, vol. 64(6), pages 977-94, December. [Downloadable!] (restricted)
  4. 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. [Downloadable!] (restricted)
  5. Giannias, Dimitrios A., 1991. "Housing quality differentials in urban areas," Journal of Urban Economics, Elsevier, vol. 29(2), pages 166-181, March. [Downloadable!] (restricted)
  6. 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. [Downloadable!] (restricted)
  7. 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. [Downloadable!] (restricted)
  8. 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.. [Downloadable!] (restricted)
  9. Kiefer, Nicholas M. & Salmon, Mark, 1983. "Testing normality in econometric models," Economics Letters, Elsevier, vol. 11(1-2), pages 123-127. [Downloadable!] (restricted)
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