Managerial applicability of graphical formats to support positioning decisions

Cornelius, Britta; Wagner, Udo; Natter, Martin

doi:10.1007/s11301-010-0061-y

Cited by 13 publications

(4 citation statements)

References 67 publications

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“…In scientific literature, probabilistic charts such as scatterplots, boxplots, and probability distribution charts (Allen et al 2014) frequently depict risk and uncertainty. More specialized charts include decision trees to depict conditional logic (Subramanian et al 1992), radar charts to display complex multivariate information (Peebles 2008), or cluster charts and perceptual maps for marketing decision support (Cornelius et al 2010).…”

Section: Definition Of Key Termsmentioning

confidence: 99%

The effects of visualization on judgment and decision-making: a systematic literature review

Eberhard

2021

Manag Rev Q

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The visualization of information is a widely used tool to improve comprehension and, ultimately, decision-making in strategic management decisions as well as in a diverse array of other domains. Across social science research, many findings have supported this rationale. However, empirical results vary significantly in terms of the variables and mechanisms studied as well as their resulting conclusion. Despite the ubiquity of information visualization with modern software, there is little effort to create a comprehensive understanding of the powers and limitations of its use. The purpose of this article is therefore to review, systematize, and integrate extant research on the effects of information visualization on decision-making and to provide a future research agenda with a particular focus on the context of strategic management decisions. The study shows that information visualization can improve decision quality as well as speed, with more mixed effects on other variables, for instance, decision confidence. Several moderators such as user and task characteristics have been investigated as part of this interaction, along with cognitive aspects as mediating processes. The article presents integrative insights based on research spanning multiple domains across the social and information sciences and provides impulses for prospective applications in the realm of managerial decision-making.

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Section: Definition Of Key Termsmentioning

confidence: 99%

The effects of visualization on judgment and decision-making: a systematic literature review

Eberhard

2021

Manag Rev Q

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“…Marketing strategists should create, maintain, and arrest the decrease of ambiguous resource competences that lead to competitiveness and performance (Hansen, McDonald, & Mitchell, 2013). Marketing segmentation and positioning have been at the essence of marketing management (Cornelius, Wagner, & Natter, 2010). The consideration of strategic customers, who can delay a purchase to take advantage of a future discount, has dramatically increased (Gonsch, Klein, Neugebauer, & Steinhardt, 2013).…”

Section: Overview Of Marketing Strategiesmentioning

confidence: 99%

Retail Marketing Strategies and Brand Management

Kasemsap

2016

International Journal of Social and Organizational Dynamics in IT

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This article aims to provide a critical review of the published literature related to retail marketing strategies and brand management in the global retail industry. The literature review covers the overview of marketing strategies; retail marketing strategies and technological utilization; international retail marketing strategies in the global retail industry; retail marketing strategies and internationalization; the challenges of retail marketing strategies in the fashion retail industry; the overview of brand management; and the significance of brand management in the global retail industry. Effective marketing is necessary to compete in the ever-growing worldwide retail industry sector. The improved retail profits are within reach with the purposeful retail marketing strategies. Brand management means defining the brand, positioning the brand, and delivering the brand. The literature review analysis provides both practitioners and researchers an important understanding about retail marketing strategies and brand management in the global retail industry.

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“…Thus the way a brand is positioned on certain attributes has a major influence on the choices a consumer makes. Since image of a brand in the minds of consumer is one of the most important influences behind a purchase, brand positioning aims to develop or understand the brands (Belch & Belch, 2006; Cornelius, Wagner, & Natter, 2010) and can be a basis of strategy formation for change of position or strengthening the position. It helps identify the difference or similarity among brands in a product category, in respect to attributes which are important to the customer, so that competitive advantage can be understood (Gwin & Gwin, 2003; Kotler et al, 2010).…”

Section: Introductionmentioning

confidence: 99%

Brand Positioning Using Multidimensional Scaling Technique: An Application to Herbal Healthcare Brands in Indian Market

Adlakha

Sharma

2019

Vision

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The purpose of this article is to identify significant differences in the positioning of brands in the segment of herbal healthcare in Indian market by multidimensional scaling (MDS) method. The herbal healthcare market is an ever-growing segment of the healthcare market, due to the increasing trend towards self-medication and inclination to the use of natural products. The research presents insights into the importance of marketing attributes which influence the consumer perception of this segment. The study was conducted in North India using a structured questionnaire with a five-point Likert scale. A derived approach to MDS was used in which consumer perception ratings of selected brands on various marketing attributes were done. These nine attributes were identified and itemized from the review of literature and pre-tests as per their importance to consumer. Factor analysis deduced important marketing dimensions from these nine attributes namely product quality (PQ), brand effect (BE) and price affordability (PA). MDS was used to map the perception of selected brands, drawing two-dimensional maps. The brands selected were on the basis of a pre-test which identified the most commonly used brands in the segment as Dabur, Himalaya, Zandu, Patanjali and Hamdard. The results indicate that Dabur and Himalaya are positioned higher than Zandu, Patanjali and Hamdard in the minds of the consumers on quality and BE, with both occupying a strong positive quality and brand image perception. Hamdard had a high BE, but low-quality perception, and Zandu reported a near neutral perception on all the marketing dimensions. Patanjali has a higher PA perception in comparison to the other brands, however, the segment of herbal healthcare was found to be price tolerant. Finally, the article presents conclusions and important managerial implications with the scope of further research and directions.

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Managerial applicability of graphical formats to support positioning decisions

Cited by 13 publications

References 67 publications

The effects of visualization on judgment and decision-making: a systematic literature review

The effects of visualization on judgment and decision-making: a systematic literature review

Retail Marketing Strategies and Brand Management

Brand Positioning Using Multidimensional Scaling Technique: An Application to Herbal Healthcare Brands in Indian Market

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