Periodicals portfolio models
Posted: Tue Jan 27, 2004 3:11 pm
A client is interested in simulations of market dynamics of periodicals
(magazines) with a focus on product portfolio where there might be a mix
between new and established products.
1. Any related SD studies out there? (Second best is other products within
fast moving consumer goods.)
2. To what extent would you say that SD (alone or in combination with other
approaches) would be suitable if an objective is to seek optimal resource
allocation distribution among products in a portfolio within the same market
niche?
3. Is it advisable to include endogenous attractiveness variables (design,
layout, format, contents etc.), or might these just as well be exogenous
inputs, possibly as (non-linear, delayed) functions of invested R&D resources?
Regards
Arne-Helge Byrknes
Consultant
Paradigme TNS
From: Arne-Helge Byrknes <arne-by@online.no>
(magazines) with a focus on product portfolio where there might be a mix
between new and established products.
1. Any related SD studies out there? (Second best is other products within
fast moving consumer goods.)
2. To what extent would you say that SD (alone or in combination with other
approaches) would be suitable if an objective is to seek optimal resource
allocation distribution among products in a portfolio within the same market
niche?
3. Is it advisable to include endogenous attractiveness variables (design,
layout, format, contents etc.), or might these just as well be exogenous
inputs, possibly as (non-linear, delayed) functions of invested R&D resources?
Regards
Arne-Helge Byrknes
Consultant
Paradigme TNS
From: Arne-Helge Byrknes <arne-by@online.no>