Skip to main content
SpringerLink
Log in

Product Positioning Using Principles from the Self-Organizing Map

  • Conference paper
  • First Online:
Artificial Neural Networks — ICANN 2001 (ICANN 2001)

Part of the book series: Lecture Notes in Computer Science ((LNCS,volume 2130))

Included in the following conference series:

Abstract

This paper presents a methodology that identifies the position of a new product in the attribute space. The methodology uses principles from Kohonen’s self-organizing feature map. The algorithm presented is robust and can be used for a number of objective functions commonly used in the product positioning problem. The method can also be used in competitive environments where other competing products are already present in the market. Furthermore, the algorithm can accommodate single-choice models (the consumer purchases the product “closest” to his/her preferences) and probabilistic-choice models (the consumer assigns to each product a probability for purchasing it).

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 149.00
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 189.00
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. Choi, S.C., Desabro, W.S., Product positioning under price competition. Management Science 36 (1990) 175–199.

    MATH  Google Scholar 

  2. Cooper, L.G., Nakanishi, M.: Market Share Analysis. Kluwer Academic Press, Boston (1988).

    Google Scholar 

  3. Corstjens, M.L., Gautschi, D.A.: Formal choice models in marketing. Marketing Science 2 (1983) 19–56.

    Google Scholar 

  4. Green, P.E., Krieger, A.M.: Recent contributions to optimal product positioning and buyer segmentation. European Journal of Operational Research. 41 (1989) 127–141.

    Article  Google Scholar 

  5. Hadjinicola, G.C.: Product positioning under production cost considerations. Decision Sciences 30 (1999) 849–864.

    Article  Google Scholar 

  6. Kaul, A., Rao, V.R.: Research for product positioning and design decisions: An integrative review. International Journal of research in Marketing 12 (1995) 293–320.

    Article  Google Scholar 

  7. Kohonen, T.: The self-organizing map. Proceedings of the IEEE 78 (1990) 1464–1480.

    Article  Google Scholar 

  8. Kohonen, T.: Self-Organizing Maps. Springer-Verlag, Berlin (1995).

    Google Scholar 

  9. Shocker, A.D., Shrinivasan, V.: A consumer-based methodology for the identification of new product ideas. Management Science 20 (1974) 921–937.

    Google Scholar 

  10. Sudharshan, D., May, J.H., Shocker, A.D.: A simulation comparison of methods for new product location. Marketing Science 6 (1987) 182–201.

    Google Scholar 

  11. West, P.M., Brockett, P.L., Golden, L.L.: A comparative analysis of neural networks and statistical methods for predicting consumer choice. Marketing Science 16 (1997) 370–391.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Department Of Public and Business Administration, University of Cyprus, Kallipoleos 75 Str, P.O. Box 20537, CY 1678, Nicosia, Cyprus

    Chris Charalambous & George C. Hadjinicola

  2. Faculty of Management, Tel Aviv University, Tel Aviv, 69978, Israel

    Eitan Muller

Authors
  1. Chris Charalambous
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. George C. Hadjinicola
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Eitan Muller
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. Dept. of Mecidal Cybernetics and Artificial Intelligence, University of Vienna, Freyung 6/2, 1010, Vienna, Austria

    Georg Dorffner

  2. Institute for Computer Aided Automation Pattern Recognition and Image Processing Group, Technical University of Vienna, Favoritenstr. 9/1832, 1040, Vienna, Austria

    Horst Bischof

  3. Institut für Statistik, Wirtschaftsuniversität Wien, Augasse 2-6, 1090, Wien, Austria

    Kurt Hornik

Rights and permissions

Reprints and permissions

Copyright information

© 2001 Springer-Verlag Berlin Heidelberg

About this paper

Cite this paper

Charalambous, C., Hadjinicola, G.C., Muller, E. (2001). Product Positioning Using Principles from the Self-Organizing Map. In: Dorffner, G., Bischof, H., Hornik, K. (eds) Artificial Neural Networks — ICANN 2001. ICANN 2001. Lecture Notes in Computer Science, vol 2130. Springer, Berlin, Heidelberg. https://doi.org/10.1007/3-540-44668-0_64

Download citation

  • DOI: https://doi.org/10.1007/3-540-44668-0_64

  • Published:

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-540-42486-4

  • Online ISBN: 978-3-540-44668-2

  • eBook Packages: Springer Book Archive

Publish with us

Policies and ethics

Search

Navigation