000			01850cam a2200265 4500500
005			20250112055529.0
041			_afre
042			_adc
100	1	0	_aGoria, Stéphane _eauthor
245	0	0	_aInformation Monitoring for Product Innovation through Marketing Warfare Boards
260			_c2011.
500			_a45
520			_aTo 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			_acreative competitive intelligence
690			_amapping
690			_amarketing warfare
690			_aproduct innovation
690			_ainformation visualization
690			_amarket intelligence
690			_acompetitive monitoring
690			_acompetitive intelligence
690			_awargame
786	0		_nRevue internationale d’intelligence économique | Vol 3 | 1 | 2011-10-13 | p. 57-72 | 2101-647X
856	4	1	_uhttps://shs.cairn.info/journal-revue-internationale-d-intelligence-economique-2011-1-page-57?lang=en
999			_c219022 _d219022