Market Analysis

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07-Marketing-500

Smart Pricing

The linkage between pricing and operations is increasingly being scrutinized by academics and managers alike. This article provides a review of recent and seminal work linking pricing decisions with operational insights.

010-big-data-and-analytics-500

Use Strategic Market Models to Predict Customer Behavior

Positioning products in a complex market is one of a company’s hardest decisions. In determining whether to combine or maintain separate product lines, Hewlett-Packard used strategic market modeling (SMM) to design “what if” scenarios and run simulations forecasting market behavior. SMM combines demographics, user needs and competitive-perception data into a database for testing alternative positioning strategies. The author describes SMM’s development and the lessons learned.

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