Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
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Showing 1 to 12 of 12 for “"Product positioning"”.
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Three Essays on Product Positioning and Pricing
In the last essay, we address the product design problem for the bottom of the pyramid market. We model customers' purchasing decision as a joint result of customers' surplus requirement with respect to the product and the purchasing capability. Given the optimal designs of the current product, we …
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Two essays on product positioning and social media
This dissertation consists of two essays on product positioning and social media. In chapter 1, I study how firms should compete with existing products by enhancing product attributes that are important to consumers. I propose that firms can either improve upon one important attribute significantly …
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Social Marketing and Falls Prevention: Market Segmentation and Product Positioning
The present study sets out to better understand how falls prevention can be marketed and positioned in order to increase participation rates in seniors. Market segmentation was used to create unique marketing mixes for individual groups of seniors. The senior market was segmented into frequent …
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Competitive and collaborative supply chains: the strategic role of product innovation, secondary markets and channel structure
Innovation in product and process development is regarded as a key avenue for growth, profitability, and competitive advantage in many industries. With lifetimes of products shortened by both the accelerating pace of technological change and global competition, firms are forced to invest …
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Impacts of Corporate Social Responsibility on New Product Development
… social responsibility (CSR) considerations into product positioning decisions is an important element of the sustainable agenda for many firms. Offering a socially responsible (SR) product is expected to increase revenues due to an improved brand image, penetration into new SR market segments and …
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An empirical study of marketing environment strategy and performance in the property market
… environment variables (market orientation, product advantage and resource commitment) were not found to be statistically explanations of variance in business performance. Of the external environment variables, demand potential and technological change were found to be key explanatory factors …
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Strategi positioning produk dalam rangka membangun citra merek pada Wisata Petik Buah PT. Kusuma Satria Dinasasri Wisatajaya Kota Batu
INDONESIA: Positioning adalah salah strategi yang dilakukan oleh marketer untuk membangun citra atau identitas di benak konsumen untuk produk, merek atau lembaga tertentu. Philip Kotler dalam Hermawan Kartajaya (2010) mendefinisikan positioning sebagai tindakan mendesain penawaran dan citra …
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A comparative analysis of alliances in the enterprise storage market
… conducted. The analysis touched upon the firms' product positioning, competitive advantage/disadvantage, and the use of alliances. The thesis also discusses if and how the alliances were linked to business strategy.
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Multi-platform strategy and product family design
The application of product families and platforms has gained attention as a promising approach to achieving organizational objectives that provide customers with mass customized products while allowing for significant savings from commonality and reuse strategies. While the single-platform strategy …
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Influences of Product Concept Demonstrations in Trade Shows: Two Essays
<p>I study the effects of product concept demonstrations on firm value and on firms' profit using two different methods: empirical and analytical approaches.</p> <p>Utilizing an event study, in Essay 1, I assess the effects of product concept demonstrations in trade shows on abnormal stock returns …
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A framework for promotion analysis in multi-dimensional space
… desirable to find merit in an object (e.g., product, person, organization, or other business entity) and promote it in an appropriate community confidently. In this thesis, we motivate and discuss a novel class of data mining problems, called promotion analysis, for promoting a given object …
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Materiality, identity and social positioning: The case of the Elbphilharmonie
… report made me aware that using social positioning theory (SPT)—an established theory—was unsuitable to be used in the first paper in this dissertation, because my methodology was guided by a grounded theory building approach and I have accordingly adapted and largely rewritten this …