Publication: Segmentation Based Competitive Analysis with MULTICLUS and Topology Representing Networks
Segmentation Based Competitive Analysis with MULTICLUS and Topology Representing Networks
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Reutterer, T., & Natter, M. (2000). Segmentation Based Competitive Analysis with MULTICLUS and Topology Representing Networks. Computers & Operations Research, 27(11–12), 1227–1247. https://doi.org/10.1016/S0305-0548(99)00147-1
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Two neural network approaches, Kohonen's Self-Organizing (Feature) Map (SOM) and the Topology Representing Network (TRN) of Martinetz and Schulten are employed in the context of competitive market structuring and segmentation analysis. In an empirical study using brands preferences derived from household panel data, we compare the SOM and TRN approach to MULTICLUS, a parametric approach which also simultaneously solves the market structuring and segmentation problem. Our empirical analysis shows several benefits and shortcomings of th
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- Reutterer, Thomas
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Reutterer, T., & Natter, M. (2000). Segmentation Based Competitive Analysis with MULTICLUS and Topology Representing Networks. Computers & Operations Research, 27(11–12), 1227–1247. https://doi.org/10.1016/S0305-0548(99)00147-1