Product Design Strategies for Target‐Market Positioning

Abstract

Designing optimal positioning strategies for target segments has become an area of intense research interest over the past few years. This article examines a variety of strategies that can be operationalized from conjoint analysis input data. Paul Green and Abba Krieger discuss strategies for modifying buyer perceptions, ideal‐level preferences and attribute importances that are attractive for a firm's existing brand(s). They then consider longer run strategies for modifying the current brand's attribute levels and develop a case to illustrate applications of the techniques.