Abstract
This paper presents the use of a decision model designed to help marketing managers assess the effects of offensive and defensive marketing strategies. Its use in simple repositioning strategies and in revolutionary product innovations is discussed. The model is applicable to traditionally stable markets as well as to the evolving oligopolistic scramble in the "single" European market of 1992 and is illustrated using empirical examples. The positioning results obtained are consistent with those derived from spatial microeconomic or positioning models such as DEFENDER. Also examined is the use of the model in the analysis of "what-if" situations by product managers.
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