Browsing General by Author "Burke, Sandra"

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Browsing General by Author "Burke, Sandra"

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  • Burke, Sandra (ANZMAC, 2007)
    A framework to aid in identifying relevant competitive sets in dynamic markets is proposed. It utilizes goal-oriented consumer categorization to derive competitive sets defined by consumers? fuzzy needs-based consideration ...
  • Burke, Sandra (ANZMAC, 2006)
    To choose a competitive position, firms must have a clear understanding of 1) the specific market deliverables required to meet consumer expectations of the position, and 2) the corresponding assets and capabilities ...
  • Burke, Sandra (ANZMAC, 2006)
    Missing information (MI), if detected, often leads to alternative discounting. However, inferences reduce uncertainty of MI and thus reduce discounting. This paper suggests that discounting results not only from uncertainty ...
  • O'Rourke, Anne-Maree; Burke, Sandra (ANZMAC, 2007)
    Competitive positioning is improved by following best practices regarding analysis of competition, consumers, industry dynamics, SBU capabilities, market deliverables and fit, and profit potential of various positions. ...