Your status: not signed in. [ Appropriate Applications of TURF and Shapley Value for Product Line Optimization
Part one of a two-part series on product line optimization
TURF analysis is often criticized for not clearly pointing to the most optimal product line composition. To provide better solutions, Ipsos-Insight has developed new ways to analyze TURF using measures directly related to marketing. These measures, when employed together, work to increase discrimination among product lines. In addition, changing the conventional parameters linked to TURF based on the business issues at hand also helps produce more actionable results. This paper discusses these new measures and parameters, which constitute a two-level system that greatly improves TURF analysis.
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