Presented by: Arvind Rangaswamy
Anchel Professor of Marketing, Penn State

July 18, 2007

ISBM Members: Contact the ISBM for Webinar information

Are you unable to realize a price-premium for your new offerings? Are you unsure how to build in the features into those offerings that give your firm a competitive edge? If your answers are yes, then this webinar is for you.

Research shows that if you build competitive superiority into the offering at early stages of development, you are more likely to have a successful new offering at the end of the pipeline. To build such superior offerings requires an understanding of the tradeoffs customers make when evaluating them relative to the existing options in the market. Conjoint Analysis is a proven and widely used technique for measuring how customers will make tradeoff decisions in evaluating product options that are available, or will become available in the marketplace.

In this webinar, Dr. Rangaswamy will provide a practical and intuitive introduction to Conjoint Analysis. Using real examples, the presentation will cover:

• The need for understanding customer tradeoffs in product design

• Overview of Conjoint Analysis methods

• Demo of the new ISBM supported Marketing Engineering for Excel (ME>XL) software that you can use to implement a “quick and dirty” Conjoint Analysis study at low cost

• Potential applications

• Pitfalls to avoid