Research Article

An Effective Approach to Construct Value-Based Decision Model for Positioning Strategy

Perceptual map is often used as a positioning tool for firms in marketing practice; however, this map provides misleading information due to simplified statistical data. This research adopts Delphi method to confirm multiple needs of consumers in cosmetic bundles and constructs a value-based decision model. From these analysis results, firms could utilize advantageous attributes and unique benefits to develop appeal strategy and positioning strategy. Also, compared with two other approaches-simple multi-attribute ranking technique and analytic hierarchy process, firms could obtain more complete results in the real world.

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Kuei-Feng Chang and Hao-Wei Yang, 2011. An Effective Approach to Construct Value-Based Decision Model for Positioning Strategy. Information Technology Journal, 10: 1402-1408.

DOI: 10.3923/itj.2011.1402.1408

URL: https://scialert.net/abstract/?doi=itj.2011.1402.1408

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Kuei-Feng Chang

Hao-Wei Yang

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Research Article

An Effective Approach to Construct Value-Based Decision Model for Positioning Strategy

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