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Contribution Details
| Type | Journal Article |
| Scope | Discipline-based scholarship |
| Title | DELI: an interactive new product development tool for the analysis and evaluation of market research data |
| Organization Unit | |
| Authors |
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| Item Subtype | Original Work |
| Refereed | Yes |
| Status | Published in final form |
| Language |
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| Journal Title | Journal of Targeting, Measurement and Analysis for Marketing |
| Publisher | Palgrave Macmillan Ltd. |
| Geographical Reach | international |
| ISSN | 0967-3237 |
| Volume | 12 |
| Number | 1 |
| Page Range | 43 - 52 |
| Date | 2003 |
| Abstract Text | This paper presents DELI, a new interactive tool for supporting new product development decisions. DELI addresses the `chicken and egg` problem in new product development: a product's features shape the way that the market is segmented and targeted, but that very segmentation/targeting itself determines which features the product needs to incorporate. It is very useful, therefore, to be able to look at attributes, product positions and segments in a `single hit' to measure the key trade-offs available. DELI integrates segmentation, visualisation of competitive structures and the segment-specific identification of new product functionality. Several interactive features support the search for new products. Furthermore, the authors introduce a novel conditional segmentation, mapping and positioning approach for an improved representation of products and customers within one map, supporting interpretation and segment-specific new product development. |
| Digital Object Identifier | 10.1057/palgrave.jt.5740097 |
| Other Identification Number | merlin-id:14206 |
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