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Redesigning Product Lines with Conjoint Analysis: A Comment
Author(s) -
Wittink Dick R.
Publication year - 1989
Publication title -
journal of product innovation management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.646
H-Index - 144
eISSN - 1540-5885
pISSN - 0737-6782
DOI - 10.1111/1540-5885.640289
Subject(s) - conjoint analysis , corporation , product (mathematics) , marketing , computer science , business , operations research , management , economics , microeconomics , mathematics , preference , finance , geometry
In a recent article, Page and Rosenbaum [ Journal of Product Innovation Management 4; 120–137 (June 1987)] discuss the use of conjoint analysis at Sunbeam Corporation. Their article provides a nice illustration of a conjoint application to food processor appliance redesign decisions. In this note, Dick Wittink compares characteristics of Sunbeam's approach to both established and more recent results reported in the conjoint literature.