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- Title
Simultaneous Multidimensional Unfolding and Cluster Analysis: An Investigation of Strategic Groups.
- Authors
Desarbo, Wayne; Jedidi, Kamel; Cool, Karel; Schendel, Dan
- Abstract
This paper develops a maximum likelihood based methodology for simultaneously performing multidimensional unfolding and cluster analysis on two-way dominance or profile data. This new procedure utilizes mixtures of multivariate conditional normal distributions to estimate a joint space of stimulus coordinates and K ideal points, one for each cluster or group, in T-dimensional space. The conditional mixture, maximum likelihood methodology is introduced together with an E-M algorithm utilized for parameter estimation. A marketing strategy application is provided with an analysis of PIMS data for a set of firms drawn from the same competitive industry to determine strategic groups, while simultaneously depicting strategy-performance relationships.
- Subjects
CLUSTER analysis (Statistics); MARKETING; MARKET segmentation; MARKETING management; ESTIMATION theory; MARKETING research
- Publication
Marketing Letters, 1991, Vol 2, Issue 2, p129
- ISSN
0923-0645
- Publication type
Article
- DOI
10.1007/BF00436033