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Reinforcement and Undermining: The Impact of Innovative Features on Dual Positioning and Choice

Funding: 2013: $125,000
2014: $125,000
2015: $125,000

Project Member(s): Burke, P.

Funding or Partner Organisation: Australian Research Council (ARC DECRA Scheme)

Start year: 2013

Summary: Differentiation requires an essential understanding of how the various features of the products that firms present in the marketplace impact their position; this project goes further by suggesting that such differentiation can lead to a number of positive and negative effects. This project will expand our use and application of discrete choice experiments and modelling to understand how firms can create value by introducing new or changing existing product features to both reinforce positioning and predict any compromise to positioning on various perceptual dimensions.


Burke, PF, Eckert, C & Sethi, S 2020, 'A Multiattribute Benefits-Based Choice Model with Multiple Mediators: New Insights for Positioning', Journal of Marketing Research.
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Burke, PF, Dowling, G & Wei, X 2018, 'The Relative Impact of Corporate Reputation on Consumer Choice: Beyond a Halo Effect', Journal of Marketing Management, vol. 34, no. 13-14, pp. 1227-1257.
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Burke, PF, Schuck, S, Aubusson, P, Kearney, M & Frischknecht, B 2018, 'Exploring teacher pedagogy, stages of concern and accessibility as determinants of technology adoption', Technology, Pedagogy and Education, vol. 27, no. 2, pp. 149-163.
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Darcy, S & Burke, PF 2018, 'On the road again: The barriers and benefits of automobility for people with disability', TRANSPORTATION RESEARCH PART A-POLICY AND PRACTICE, vol. 107, pp. 229-245.
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Russell, G, Burke, PF, Waller, DS & Wei, X 2017, 'The impact of front-of-pack marketing attributes versus nutrition and health information on parents' food choices', Appetite, vol. 116, pp. 323-338.
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Burke, PF, Sethi, S & Wei, X 2015, 'The multiple benefits of brands and features: Evaluating the position of breads on health, taste, and value', Innovation and Growth Strategies in Marketing, Australian and New Zealand Marketing Academy Conference, Australia and New Zealand Marketing Academy, Sydney, Australia.

Keywords: choice,modelling,innovation

FOR Codes: Marketing Research Methodology, Marketing, Innovation and Technology Management, Preference, Behaviour and Welfare, Consumer-Oriented Product or Service Development, Expanding Knowledge in Commerce, Management, Tourism and Services