Information Monitoring for Product Innovation through Marketing Warfare Boards (notice n° 219022)
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|---|---|
| fixed length control field | 01850cam a2200265 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250112055529.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Goria, Stéphane |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Information Monitoring for Product Innovation through Marketing Warfare Boards |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2011.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 45 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | To assist companies in developing strategies for product innovation, we looked for ways of facilitating the identification, collection, and effective display of information. We developed maps of product confrontation that, by analogy with strategy games played on maps and the adoption of marketing warfare theories, can respond to this need. These maps are created based on user experience of a product and from a list of the attributes of this product. Each attribute is then associated with a token placed on a map. For each step, the list of attributes of the product is placed in the form of tokens next to the list corresponding to a competitor’s product. The comparison by column of the set of tokens can then be estimated by analogy with the warfare board game to define the movements of units. These unit movements drawn from marketing warfare theories can then be interpreted in terms of market conditions and of the potential development of new products. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | creative competitive intelligence |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | mapping |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | marketing warfare |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | product innovation |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | information visualization |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | market intelligence |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | competitive monitoring |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | competitive intelligence |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | wargame |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Revue internationale d’intelligence économique | Vol 3 | 1 | 2011-10-13 | p. 57-72 | 2101-647X |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/journal-revue-internationale-d-intelligence-economique-2011-1-page-57?lang=en">https://shs.cairn.info/journal-revue-internationale-d-intelligence-economique-2011-1-page-57?lang=en</a> |
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