ISSN:
1573-059X
Keywords:
Marketing Strategy
;
Multidimensional Scaling
;
Cluster Analysis
;
Strategic Groups
Source:
Springer Online Journal Archives 1860-2000
Topics:
Economics
Notes:
Abstract This paper develops a maximum likelihood based methodology for simultaneously performing multidimensional unfolding and cluster analysis on two-way dominance or profile data. This new procedure utilizes mixtures of multivariate conditional normal distributions to estimate a joint space of stimulus coordinates and K ideal points, one for each cluster or group, in a T-dimensional space. The conditional mixture, maximum likelihood methodology is introduced together with an E-M algorithm utilized for parameter estimation. A marketing strategy application is provided with an analysis of PIMS data for a set of firms drawn from the same competitive industry to determine strategic groups, while simultaneously depicting strategy-performance relationships.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1007/BF00436033
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