IDEAS home Printed from
MyIDEAS: Log in (now much improved!) to save this article

An Approach to the Optimal Positioning of a New Product

Listed author(s):
  • Bezalel Gavish

    (University of Rochester)

  • Dan Horsky

    (University of Rochester)

  • Kizhanatham Srikanth

    (State University of New York at Binghamton)

Registered author(s):

    This study examines the problem faced by a firm which wishes to position a new choice object in an existing product class. It is assumed that both the consumer and the firm are involved in a two-stage decision process. The consumer first decides on his budget for the product class. He then evaluates, within the product class, that subset of competing objects which have prices approximately equal to his budget constraint. This evaluation is performed through a weighted multi-attribute utility model. The product classes considered here are ones for which the consumer has a finite ideal level on each attribute. The consumer is hypothesized to choose, without error, that object which is closest to his ideal. Different individuals are assumed to be heterogeneous in both attribute weights and ideal levels. The firm is assumed to first identify, in the attribute space which contains ideal points and competing objects, promising product positions which would attract a large number of consumers. It then evaluates these positions in terms of costs and resulting profits. The problem of identifying the promising positions, given information on a sample of individuals, is formulated as a Mixed Integer Nonlinear Program. Due to the inability of such a program to solve even small sample problems, the spatial properties of the problem are examined. An exact solution algorithm which is computationally feasible for small samples is developed. It is based on an examination of intersections of indifference hyperellipsoids. For larger sample problems an efficient heuristic which is an extension of the random point search used in nonlinear programming is provided. It involves random line search procedures for our noncontinuous-type problem. The positioning approach and the heuristic are illustrated in a simulated positioning problem in the small car market.

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

    File URL:
    Download Restriction: no

    Article provided by INFORMS in its journal Management Science.

    Volume (Year): 29 (1983)
    Issue (Month): 11 (November)
    Pages: 1277-1297

    in new window

    Handle: RePEc:inm:ormnsc:v:29:y:1983:i:11:p:1277-1297
    Contact details of provider: Postal:
    7240 Parkway Drive, Suite 300, Hanover, MD 21076 USA

    Phone: +1-443-757-3500
    Fax: 443-757-3515
    Web page:

    More information through EDIRC

    No references listed on IDEAS
    You can help add them by filling out this form.

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    When requesting a correction, please mention this item's handle: RePEc:inm:ormnsc:v:29:y:1983:i:11:p:1277-1297. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Mirko Janc)

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.