Market Positioning Of Products Research Articles

Repositioning, audience churn, and identity ambiguity: The external costs of market repositioning

AbstractResearch SummaryPrior literature has long underscored the importance for market actors to establish clear identities. Extant studies mostly adopt a static view, assessing whether actors adhere to a specific prototype or membership. By stressing a dynamic perspective, we maintain that identities are in flux as actors constantly shift positions. Specifically, we emphasize that repositioning can induce identity ambiguity, undermining the accuracy of audience evaluation. Analyzing market repositioning of US firms, we find that firms with greater repositioning tend to experience a higher degree of churn in their coverage audiences (financial analysts). More importantly, audiences are found to be less accurate in evaluating firms that undertake greater repositioning. These results align with our conjecture about external repositioning costs: Firms risk incurring identity ambiguity when shifting market positions.Managerial SummaryFirms constantly reposition in the market via adjusting their product portfolios. We maintain that firms with greater repositioning are subject to considerable external costs, because repositioning can breed ambiguity about their market identities. By analyzing product market positioning and repositioning of US public firms, we find that firms' repositioning often leads to an increased turnover of analysts covering them and undermines the accuracy of analysts' forecasts on their earnings. Our extensions also indicate that firms' repositioning efforts may be less ambiguous, when their initial position is more conventional in the product space and/or when analysts have developed greater firm‐specific experiences. Together, the findings underscore the importance for firms to consider external costs in their repositioning processes.

Research on the Innovation Path of Cultural and Creative Products Based on Digital Technology

This study aims to explore the application of digital technology in the design of cultural and creative products in Jingdezhen red venues, analyze the design status of cultural and creative products in Jingdezhen red venues, reveal the types and characteristics of existing products, and identify the existing problems and challenges. For Jingdezhen red venues and product market positioning and marketing strategy to provide theoretical support and practical guidance, in order to the red culture resources inheritance and innovation provide new ideas and methods, at the same time for Jingdezhen and even the national product market inject new vitality, to promote the dual goal of cultural inheritance and economic benefits.

Does vertical integration reduce the cost of equity?

Faced with the increasing risk of supply chain disruption, more firms are using mergers and acquisitions or investments to expand their core business's upstream and downstream supply chain and improve their vertical integration. In this vertical integration trend, the cost of capital for core firms is crucial to coordinating the entire supply chain. We manually collected input-output matrix data of segmented departments and supply chain value-added data to explore how vertical integration impacts the cost of equity. Using A-share listed firms from 2008 to 2021 as our sample, the results of our regression analyses show that vertical integration plays a significant role in reducing the cost of equity. These results remain consistent throughout a series of robustness tests. The channel tests indicate that vertical integration can reduce the cost of equity by reducing operating risk and mitigating information asymmetry. Additional analyses show that vertical integration's impact on the cost of equity is more pronounced for firms with more intense industry competition, lower product market positions, lower supply chain concentration, weaker corporate governance, and more aggressive strategies, as well as firms in regions with lower marketization processes and weaker trust environment. Our findings contribute to the literature on the economic consequences of vertical integration from the perspective of corporate financing behavior and extend the literature on cost of equity determinants to the field of supply chains.

Perceived Comfort Meets Eco-Friendliness: How Perceived Attractiveness Influences Coffee Shop Brand Tumbler Users

This study investigates the influence of perceived comfort on eco-friendliness among Starbucks tumbler users in Bandung, with perceived attractiveness serving as a mediating factor. Employing a quantitative approach that integrates descriptive and verificative research methods, the study aims to examine both the direct and indirect effects of perceived comfort on eco-friendliness through perceived attractiveness. Primary data were collected via questionnaires distributed to 100 Starbucks tumbler users in Bandung. The data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the SmartPLS software. The findings reveal that perceived comfort significantly influences eco-friendliness, both directly and indirectly, through perceived attractiveness. The implications of this research suggest that to enhance both environmental sustainability and product appeal, Starbucks and similar businesses should implement several strategies. These include diversifying payment methods (such as digital banking and e-commerce), ensuring that tumblers provide tangible practical benefits (such as temperature retention), and prioritizing ergonomic designs and eco-friendly materials to strengthen the product's market position. Ultimately, these measures will contribute to the development of more sustainable and appealing products, thereby fostering greater environmental awareness among consumers.

Deriving Priorities: Analytical Hierarchy Process (AHP) Approach (Case Study Of Traditional Gedogan Weaving Craft Products, Ranggo Village, Dompu, West Nusa Tenggara)

The objective of this study is to use the Analytical Hierarchy Process (AHP) method to prioritize alternative marketing strategies for traditional weaving handicrafts in Ranggo Village, Dompu, West Nusa Tenggara. The data for this study came from the questionnaire that traditional weaving craft business owners received. AHP ranks five criteria according to their weight: product, price, promotion, market segmentation, and market position. The study's findings show that the product has the most weight (1.98), followed by the price (1.49), market segmentation (0.99), promotion (0.71), and market position (0.41). In general, the research indicates that the marketing strategy of Gedogan's traditional weaving craft products is characterized by the following priority orders and critical components: product quality, price, market segmentation, promotion, and market position.

Market position of rapeseed products from the prime producing countries in the global market

Abstract Rapeseed is one of the most widely traded products in the world, with a total trade amounting to USD 14.1 billion. Rapeseed trade represents 0.067% of global trade. The largest Rapeseed exporters in 2021 were Canada (USD 5.17 billion), Australia (USD 2.20 billion), Ukraine (USD 1.37 billion), France (USD 1.01 billion), the Netherlands (USD 841 million), and Romania (USD 618 million). Rapeseed is commonly used in food products, health, cosmetics, and other industries. As international market demands and local needs drive rapeseed production, this research aims to identify opportunities for developing the Rapeseed industry and its derivatives based on local needs and global market trends in the world’s largest rapeseed-producing country. This study evaluated the market positioning of Rapeseed products in the international market and employed a “relative market share-market growth” matrix developed by Boston Consulting Group (BCG) for analysis. This study used secondary data from export data for rapeseed-exporting countries worldwide from 2020 to 2021 and was also enriched with some primary data collected from the site visits in 2023. The BCG matrix indicates the five largest rapeseed exporters globally, and additional countries visited in the study include Canada, Germany, the Netherlands, and Romania. The analysis using the BCG matrix assesses the performance of rapeseed products in various major exporting countries worldwide. This study indicates that Canada has significant potential for developing the Rapeseed industry and its derivatives based on global market trends

Emerging technologies adoption and market positioning of AI products in China

Emerging technologies adoption and market positioning of AI products in China

Unveiling the Power of Branding: A Study on the Importance and Effects on Products in Business

This research aims to conduct a comprehensive study on the significance of branding and its profound effects on products in the realm of business. Recognizing that effective branding is a key driver of consumer perceptions and purchasing decisions, this study employs a mixed-methods approach to explore the multifaceted impact of branding on product success, market positioning, and overall business performance. The study delves into the qualitative aspects of branding through interviews, case studies, and expert opinions to unveil nuanced perspectives on how branding shapes consumer perceptions and influences product choices. Concurrently, quantitative analysis is employed to measure the tangible effects of branding on metrics such as market share, customer loyalty, and competitive advantage. Various dimensions of branding will be explored, including the creation of a distinct brand identity, the establishment of brand equity, and the strategic communication of brand values to consumers. The study aims to provide insights into how effective branding strategies can contribute to the success and longevity of products in the competitive business landscape. The findings from this research are expected to provide valuable insights for marketers, business strategists, and decision-makers. By understanding the importance and effects of branding on products, businesses can refine their branding strategies to create a lasting impact, build brand loyalty, and ultimately achieve sustainable success in the marketplace. This study serves as a foundation for informed decision-making and future research within the realm of branding and its implications for business.

The Role of Artificial Intelligence in the Pharmaceutical Sector: A Comprehensive Analysis of its Application from the Discovery Phase to Industrial Implementation

The incorporation of artificial intelligence (AI) technology into the pharmaceutical sector is a groundbreaking revolution, promising to enhance drug development significantly by boosting speed, efficiency, and effectiveness. This transformative journey encompasses several key facets, notably the sophisticated analysis of complex data, the optimization of drug delivery systems, the acceleration of drug discovery, the identification of valuable biomarkers and drug candidates, and the fine-tuning of treatment outcomes. Beyond these crucial strides, AI is reshaping healthcare at large, elevating decision-making processes, and deepening our understanding of diseases and pharmaceuticals. The broader domains within this AI-driven transformation encompass themes such as “Revolutionizing Pharmaceutical Product Development Through AI,” where AI platforms like the Chemputer successfully synthesize compounds and estimate granulation completion times, improving production efficiency. In “Transforming Pharmaceutical Manufacturing with AI, “AI optimizes manufacturing processes, further enhancing efficiency.” Enhancing Clinical Trial Design Through AI” harnesses AI to improve patient selection and adherence, utilizing genome and exposome profiles for precise and efficient clinical trials. AI also proves valuable in preclinical phases, predicting lead compounds. Moreover, AI extends its influence to brand recognition and market positioning of pharmaceutical products, leveraging technology and e-commerce platforms for distinct product identities and effective marketing strategies. In “Convergence of AI and Nanomedicine,” AI delves into complex formulation development, optimizing drug delivery methods via molecular analysis and simulation tools. Furthermore, AI’s role in addressing challenges in the pharmaceutical market, such as reducing financial burdens and risks related to virtual screening, is pivotal. The sector’s substantial growth and its integration into pharmaceutical companies’ strategies through collaborations signify a promising future for AI in healthcare.In summary, the incorporation of AI in the pharmaceutical industry holds immense potential for enhancing production processes, clinical trial design, market positioning, nanomedicine, and overall industry efficiency. These collective advancements mark a transformative era in pharmaceutical innovation and patient care.

Premier Wallet: banking the unbanked population in Somalia

Learning outcomes Upon reading, analyzing and participating in the classroom discussion of this case study, students will be able to use the blue ocean strategy (mainly the Strategy Canvas tool) to analyze how companies establish their products as viable and the go-to solution for consumers; perform a competitive analysis for competitive products; learn how to use data from the case, including industry trends, to predict the future market position of products; and learn how to develop strategies for new products in the market. Case overview/synopsis Abdishakur M. Afrah, who served as the Head of Business Development at Premier Bank, oversaw a substantial banking portfolio, which included Premier Wallet – the first digital wallet in Somalia. This case study outlines Premier Wallet’s journey and its transformative impact on the banking sector. Owing to the mobile wallet, consumers could, for the first time, engage in purchasing, withdrawing cash, shopping online and topping up without needing a bank account at Premier Bank. This allowed for the financial inclusion of the unbanked Somali population. This case study also highlights the Wallet Send feature, a disruptive feature that challenged the prevalent Hawala system in Somalia. This feature enabled customers to send money across 110 countries via their smartphones, facilitating direct deposits to the mobile or bank accounts of their family and friends or to cash withdrawal points nearby. Despite these advanced features, Premier Wallet struggled with broader acceptance, hindered by a mere 9% internet penetration, the absence of a national identification (ID) system and stiff competition from WAAFI, a fintech application supported by Hormuud Telecom, Somalia’s leading telecommunications company. The case study also delves into the strategic decisions Afrah had to make to position Premier Wallet as the top mobile money option for consumers in Somalia. Complexity academic level This case study is suited for undergraduate-level courses. Supplementary materials Teaching notes are available for educators only. Subject code CSS 3: Entrepreneurship

CONDITION ANALYSIS AND FORECASTING IN THE FASHION INDUSTRY: A COMPREHENSIVE STUDY

Condition analysis and forecasting play a crucial role in the fashion industry, enabling businesses to make informed decisions regarding product development, inventory management, and market positioning. This comprehensive study aims to analyze the current condition of the fashion industry and develop forecasting models to anticipate future trends. Through data collection, market research, and statistical analysis, key factors influencing fashion trends, consumer preferences, and market dynamics are identified. Various forecasting methods, including trend analysis, predictive modeling, and data mining techniques, are employed to generate accurate forecasts for product demand, market growth, and emerging fashion trends. The findings provide valuable insights for fashion businesses to stay competitive, optimize their operations, and meet the evolving demands of the market.

Supply-side factors and uptake of insurance products among Ghanaian households

This study examines the influence of supply-side factors on uptake of insurance, as well the moderating effect of sales agent effectiveness on the interactions. A survey research design was adopted following a quantitative approach. The target population of this study comprised Ghanaian households of income earning groups (earning less than US$190; earning between US$191 and US$1,000; as well as earning US$1,000). Using a cross-sectional survey, a structured questionnaire was administered to 520 households that participated in the survey following a convenience sampling technique in line with the ethical considerations in social science research. The formulated hypotheses were tested using hierarchical regression analyses for the direct and moderating relationships. The results show that three supply-side factors influencing insurance uptake are insurance product design, customer service, and market positioning. The relationships between insurance product design, customer service, market positioning, and insurance uptake become stronger with higher levels of sales agent effectiveness. The implications for practice point to the need for a concerted effort on development of insurance products across the income brackets, offering insurance product cost suitable for each income group and providing adequate awareness to enhance uptake of insurance products.

Brand Equity in Good and Bad Times: What Distinguishes Winners from Losers in Consumer Packaged Goods Industries?

This article examines why some brands are able to ride the wave of macroeconomic expansions, whereas other brands are better able to successfully weather contractions. Using a utility-based framework, the authors develop hypotheses on how the impact of these shocks on brand equity is moderated by six strategic brand factors: price positioning, advertising spending, product line length, distribution breadth, brand architecture, and market position. The authors utilize monthly data on 325 national consumer packaged goods brands in 35 categories across 17 years from the United Kingdom to obtain quarterly sales-based brand equity estimates. The two preeminent brand factors are distribution and assortment. Distribution is by far the most important factor in contractions. It is also the most important factor in expansions. In short, in good times and bad times, extensively distributed brands win. A wide assortment is also a strong contributor to brand equity in expansions, while it does not destroy brand equity in contractions. The authors further find that advertising spending, premium price positioning, umbrella branding structure, and market leadership matter in expansions and/or contractions, and the magnitude of their effects on brand equity is relatively modest. The discussion concludes with managerial implications.

Strategi Pemasaran Minuman Probiotik Olahan Buah Naga Dan Analisis Tingkat Kepuasan Terhadap Atribut Produk Di Koto Panjang Nagari Kapau, Sumatera Barat

Efforts to improve the community's economy and the use of out-of-grade dragon fruit, the Nagari Regional Government and the Al-Barokah group are willing to carry out research-based community economic empowerment, namely diversification of processed dragon fruit. Innovation can be done through diversification of processed dragon fruit into biofruit drinks that are nutritious for health (Albrobiofruit drinks). It is important to have a strategy to introduce and market the product. This research aims to analyze the segmentation, target and market position of dragon fruit beverage products, as well as measure the consumer satisfaction index on product attributes. Respondents were decided purposively about 111 people. The analytical method implemented is the Customer Satisfaction Index (CSI) method to identify the level of buyer satisfaction, segmentation, targeting, and positioning (STP) of Albrobiofruit beverage products. According to the results of the study, the level of buyer satisfaction was achieved from the CSI calculation of 82.89% which described the level of buyer satisfaction with the quality attributes of Albrobifruit products referred to in the "very satisfied" category. Determination of Segmentation, Targeting, and Positioning based on demographic characteristics and buyer ratings. The strategic formulation of the analysis for Albrobiofruit products is to add product promotions so that they are recognized by the entire group, monitor product quality and provide good service. Not only that, it is necessary to carry out efforts to knit and defend cooperation with government and private factions to support product promotions

Operational decisions and game analysis in the agricultural supply chain: invest or not?

PurposeWith the rapid growth of the economy, people have increasingly higher living standards, and although people simply pursued material wealth in the past, they now pay more attention to material quality and safety and environmental protection. This paper discusses the lack of motivation for investing in fresh-keeping technology for agricultural products by individual members of an agricultural supply chain composed of a supplier and a retailer by means of mathematical models and data simulations and discuss the optimal price-invest strategies under different sales models.Design/methodology/approachFirst, based on the model of no investment by both sides (NN), this paper considers three models: supplier only (MN), retailer only (NR) and cooperative investment (MR). Then, the authors analyze the influence of consumer price sensitivity and freshness sensitivity on the investment motivation of agricultural products under four models. Subsequently, the paper makes a sensitivity analysis of the optimal strategies under several models, and makes a game analysis of the suppliers and retailers of agricultural products. Finally, we conduct an empirical analysis through specific values.FindingsThe results show that (a) when the two sides cooperate, the amount of investment is largest, the freshness of the agricultural products is highest, and the sales volume is greatest; however, when both sides do not invest, the freshness of agricultural products and sales volume are lowest. (b) The price and freshness sensitivity of the consumer have an impact on investment decisions. Greater freshness sensitivity corresponds to a higher investment, higher agricultural product price, greater sales volume, and greater supply chain member income and overall income; however, greater price sensitivity corresponds to a lower investment, lower agricultural product price, lower sales volume, fewer supply chain members and lower overall income. (c) The investment game between the supplier and retailer is not only related to the sensitivity to price and freshness but also to the coordination coefficients of interest. At the same time, the market position of agricultural products should be considered when making decisions. The market share of agricultural products will affect the final game equilibrium and then affect the final benefit of the supply chain and individual members.Practical implicationsThese results provide managerial insights for enterprises preparing to invest in agricultural products preservation technology.Originality/valueAt present, the main problem is that member enterprises of agricultural supply chains operate based on their own benefits and are resistant to investing alone to improve the freshness of agricultural products. Instead, they would prefer that other members invest so that they may reap the benefits at no cost. Therefore, the enterprises in each node of the agricultural product supply chain are not motivated enough to invest, and competition and game states are observed among them, and such behavior is definitely not conducive to improving the freshness of agricultural products. However, the current research on agricultural products is more about price, quality and greenness, etc., and there are few studies on agricultural investment. Through the establishment of the model, this paper is expected to provide theoretical suggestions for the supply chain enterprises that plan to invest in agricultural products preservation technology.

Evaluating and Categorizing Cruise Lines by ship attributes: A Comparison Between Cruisers and Experts

Electronic Word-of-Mouth (eWOM) is an important information source used by consumers to make travel decisions. However, eWOM from travel experts and everyday travelers can be inconsistent, potentially leading to blurred product evaluations and market positioning. This paper examines this issue in the context of the cruise industry with the goal of identifying differences in the evaluation of cruise brands by cruise experts and consumers, as well as the product factors that influence these judgements. The research used a data-driven empirical approach and secondary data from a leading cruise review site consisting of scaled ratings across 9 ship attributes and 24 brands by more than 150,000 cruisers and 174 experts. Data analysis using the TOPSIS method and regression and multigroup models shows that experts and cruisers evaluate cruise brands differently and are influenced by different ship attributes when forming evaluations. For example, value-add attributes (e.g., service, enrichment activities, fitness/recreation) significantly influence overall evaluations for cruisers, while core attributes (e.g., cabin, dining, entertainment) significantly influence overall evaluations for experts. Discussion of the empirical results highlights these differences in cruiser vs. expert perceptions as revealed online, as well as the need to update traditional cruise industry categorization to optimize brand positioning and better align product-marketing strategies for effective target marketing.

Development of portable user-interactive holographic information collector for agricultural product markets

The efficient and accurate collection of agricultural product market information serves as the basis for the effective regulation of agricultural product markets. To achieve a comprehensive, accurate, and timely collection of agricultural product market information, this study puts forth a technique for collecting holographic information of agricultural product markets. A portable human-machine interaction device with an Advanced RISC (reduced instruction set computer) Machines (ARM)-based processor as the core is developed. Holographic information such as agricultural product market trading time, trading place, product name, price, and trading volume can be collected. Via embedded technology and component technology, innovative agricultural product market positioning, and matching, standardized collection, and data processing, and in combination with intelligent algorithms for analysis and early warning, a mobile application terminal for information collection is developed, namely, a holographic information collector for agricultural product markets (named Nongxincai). By using a layered structure, the hardware integrates microprocessor, storage, power, application and communication interface, and human-machine interaction modules. The device has the advantages of miniaturization, the whole-machine power consumption of less than 0.5 W, and continuous operating time of at least 10 h. A supporting software system for Nongxincai has also been developed, in which Microsoft Windows Mobile 6.5 is employed as the operating system, and the CPU frequency is up to 600 MHz. This configuration fully meets the computing requirements of map processing and large-volume data processing and has high compatibility. Nongxincai has been popularized and applied in 12 provinces/municipalities in China. It has played an important role in the monitoring and early warning of different varieties of agricultural products and target prices of soybean and cotton. Keywords: agricultural product market, holographic information, portable, user-interactive, information collector, monitoring and early warning DOI: 10.25165/j.ijabe.20201303.5845 Citation: Xu S W, Li D H, Zhang Y E, Chen W, Zhuang J Y, Liu J J, et al. Development of portable user-interactive holographic information collector for agricultural product markets. Int J Agric & Biol Eng, 2020; 13(3): 143–153.

An Aesthetic Measurement Approach for Evaluating Product Appearance Design

After completing the market positioning of products, catering for the functional and emotional needs of consumers is the key to achieve the success of product design. In the present study, the psychological theory is employed to screen the subjects and quantitatively evaluate the alternative design schemes to ensure the optimal design scheme. Then, an evaluation method of product appearance design based on eye tracking and aesthetic perception measurement is obtained. With the design of campus street lamp as an example, this paper evaluates the appearance design of products using emotional measurement and eye tracking technology. IAPS is used to screen out the participants who can represent the emotions and aesthetic experience of the public. Subsequently, the index system of aesthetic evaluation is established according to aesthetic theory, and the transformation relationship between aesthetic evaluation index and physiological eye movement index is determined. Finally, the eye tracking technology is used to evaluate the aesthetic feeling of each alternative, and the best design schemes are obtained. This study aims to explore a simple, practical, and low-cost product design evaluation method. As a hotspot in the research field of product design methodology, emotional design has broad prospects for application. Moreover, this paper also proposes a new direction for the development of emotional design research, which is based on quantitative analysis with the supplement of qualitative analysis.

Development of portable user-interactive holographic information collector for agricultural product markets

The efficient and accurate collection of agricultural product market information serves as the basis for the effective regulation of agricultural product markets. To achieve a comprehensive, accurate, and timely collection of agricultural product market information, this study puts forth a technique for collecting holographic information of agricultural product markets. A portable human-machine interaction device with an Advanced RISC (reduced instruction set computer) Machines (ARM)-based processor as the core is developed. Holographic information such as agricultural product market trading time, trading place, product name, price, and trading volume can be collected. Via embedded technology and component technology, innovative agricultural product market positioning, and matching, standardized collection, and data processing, and in combination with intelligent algorithms for analysis and early warning, a mobile application terminal for information collection is developed, namely, a holographic information collector for agricultural product markets (named Nongxincai). By using a layered structure, the hardware integrates microprocessor, storage, power, application and communication interface, and human-machine interaction modules. The device has the advantages of miniaturization, the whole-machine power consumption of less than 0.5 W, and continuous operating time of at least 10 h. A supporting software system for Nongxincai has also been developed, in which Microsoft Windows Mobile 6.5 is employed as the operating system, and the CPU frequency is up to 600 MHz. This configuration fully meets the computing requirements of map processing and large-volume data processing and has high compatibility. Nongxincai has been popularized and applied in 12 provinces/municipalities in China. It has played an important role in the monitoring and early warning of different varieties of agricultural products and target prices of soybean and cotton. Keywords: agricultural product market, holographic information, portable, user-interactive, information collector, monitoring and early warning DOI: 10.25165/j.ijabe.20201303.5845 Citation: Xu S W, Li D H, Zhang Y E, Chen W, Zhuang J Y, Liu J J, et al. Development of portable user-interactive holographic information collector for agricultural product markets. Int J Agric & Biol Eng, 2020; 13(3): 143–153.

Green Consumer Behavior: The Case of Czech Consumers of Generation Y

The aim of this article is to reveal the perception of green marketing by young consumers from Generation Y and present a research model with variables that influence green consumer behavior (GCB). As the main method, we used a questionnaire survey with a sample of 520 respondents, mainly students at the University of Economics in Prague. Results were subjected to exploratory factor analysis, which examined convergent and discriminant validity. Finally, a model with four variables (Environmentalism, Preference, Payment, Tolerance) that influence GCB was confirmed. Recommendations of the research enable us to better understand the reasons why consumers from Generation Y do, or do not, buy green products. Firms can better focus their marketing strategies and communications with respect to variables that influence GCB. This research uncovers Generation Y consumers’ distinct preferences toward GCB. It also contributes to theoretical and practical aspects of GCB and has implications for research and practice, as green marketing continues to be an important issue. In terms of practical application in industry, the research’s outcomes are essential to promote better market demand, segmentation, targeting, and positioning of green products for Generation Y consumers.