"The decision of where on the landscape firms should position their products is at the core of product positioning. By deciding what attributes to include in the product and what uses of the product to promote, firms guide the customers’ understanding of the new product’s comparison set, i.e., the appropriate demand landscape for the product. Firms’ emphasis on a subset of product attributes helps the customers determine the product’s location on the relevant demand landscape and the customers’ WTP for the product.
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Competitor products can serve as referents for the introduction of new products and repositioning of existing products. Depending on the competitors’ positioning in relation to the customers’ ideal points, firms may pursue either differentiation or imitation strategies.
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Four conditions are useful for thinking about how firms decide when to move on the demand landscape and when to reshape the landscape: weak connection between product attributes and performance, large number of attributes used by the customer to evaluate products, opportunity for collective action, and fragmentation of buyers and suppliers. Both firms that are constrained in their product-attribute choices and firms that have exhausted their repertoires of product modification options can pursue profits by attempting to change the shape of their demand landscapes.
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Firms that are limited in their product modification options, e.g., generic drug manufacturers, may be especially likely to turn to landscape-shaping strategies in order to promote their products."
Trecho retirado de "Re‐shaping demand landscapes: How firms change customer preferences to better fit their products".
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