Knowing where your brand is positioned: How comparative assessment can improve understanding of product performance

Abstract

Purpose of this paper

Reviews the latest management developments across the globe and pinpoints practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

The trash can of history is full to the brim with products where producers did not know enough about the market before launching or updating them. For every well-researched product release there are a hundred poorly investigated ideas that never sold in anything like the quantities envisioned simply because the research had not been done in the first place. Whether the manufacturer thought they were a business seer able to predict the future, or simply asked the wrong people about their product in testing, vast sums of money have been lost on the fool’s errand of launching a product that was not right for its market.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.

What is original/value of paper?

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2020), "Knowing where your brand is positioned: How comparative assessment can improve understanding of product performance", Strategic Direction, Vol. 36 No. 2, pp. 1-3. https://doi.org/10.1108/SD-11-2019-0222