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An Application of a Product Positioning Model to Pharmaceutical Products

Author

Listed:
  • Paul E. Green

    (The Wharton School, University of Pennsylvania)

  • Abba M. Krieger

    (The Wharton School, University of Pennsylvania)

Abstract

This paper describes a case application of SIMOPT, a product positioning model and decision support system.

Suggested Citation

  • Paul E. Green & Abba M. Krieger, 1992. "An Application of a Product Positioning Model to Pharmaceutical Products," Marketing Science, INFORMS, vol. 11(2), pages 117-132.
    • Handle: RePEc:inm:ormksc:v:11:y:1992:i:2:p:117-132
    DOI: 10.1287/mksc.11.2.117
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    Citations

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    Cited by:

    1. Foucart, Renaud & Wan, Cheng & Wang, Shidong, 2018. "Innovations and technological comebacks," International Journal of Research in Marketing, Elsevier, vol. 35(1), pages 1-14.
    2. Winfried Steiner & Harald Hruschka, 2002. "A Probabilistic One-Step Approach to the Optimal Product Line Design Problem Using Conjoint and Cost Data," Review of Marketing Science Working Papers 1-4-1003, Berkeley Electronic Press.
    3. Winfried J. Steiner & Harald Hruschka, 2002. "Produktliniengestaltung mit Genetischen Algorithmen," Schmalenbach Journal of Business Research, Springer, vol. 54(7), pages 575-601, November.
    4. Mishra, Sanjay & Umesh, U. N., 2005. "Determining the quality of conjoint analysis results using violation of a priori signs," Journal of Business Research, Elsevier, vol. 58(3), pages 301-311, March.
    5. Ramani, Vinay & De Giovanni, Pietro, 2017. "A two-period model of product cannibalization in an atypical Closed-loop Supply Chain with endogenous returns: The case of DellReconnect," European Journal of Operational Research, Elsevier, vol. 262(3), pages 1009-1027.
    6. Cataldo, Alejandro & Ferrer, Juan–Carlos, 2017. "Optimal pricing and composition of multiple bundles: A two-step approach," European Journal of Operational Research, Elsevier, vol. 259(2), pages 766-777.
    7. Leyuan Shi & Sigurdur Ólafsson & Qun Chen, 2001. "An Optimization Framework for Product Design," Management Science, INFORMS, vol. 47(12), pages 1681-1692, December.
    8. Cornelia Schön, 2010. "On the Optimal Product Line Selection Problem with Price Discrimination," Management Science, INFORMS, vol. 56(5), pages 896-902, May.
    9. Baier, Daniel & Gaul, Wolfgang, 1998. "Optimal product positioning based on paired comparison data," Journal of Econometrics, Elsevier, vol. 89(1-2), pages 365-392, November.
    10. Min Ding & Young-Hoon Park & Eric T. Bradlow, 2009. "Barter Markets for Conjoint Analysis," Management Science, INFORMS, vol. 55(6), pages 1003-1017, June.

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