1. NICHER: an approach to identifying defensible product positions
- Author
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Sudharshan, D., Kumar, Ravi K., and Gruca, Thomas S.
- Subjects
Operations research -- Research ,Marketing research -- Reports ,Target marketing -- Methods ,Business ,Business, general ,Business, international - Abstract
The defensible product positioning problem faced by a firm with a market niche is considered. The problem, which involves identifying a position that will remain feasible after the entry of other players, is a complex one since it requires targetting several market segments, launching multiple products or both. In certain markets, however, defensible positions may be non-existent. To this end, two algorithms, NICHER-SCM and NICHER-PCM, for finding defensible positions using single and probabilistic choice models are introduced.
- Published
- 1995