{"product_id":"integrating-the-means-end-approach-into-the-product-positioning-process-using-the-example-of-the-head-snowboarding-travel-boardbag-in-germany-von-sabine-von-possel","title":"Integrating the Means-End Approach into the Product Positioning Process Using the Example of the HEAD Snowboarding Travel Boardbag in Germany","description":"\u003cp\u003eDiploma Thesis from the year 2010 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Hamburg University of Applied Sciences, language: English, abstract: The academic part of this paper discusses prevailing opinions and approaches to product positioning with a special focus on means-end theory and its significance for various aspects in the positioning process. While the means-end approach with its particular research technique and graphical representation has so far been treated as an alternative methodology to the traditional procedures, an integrated approach is elaborated as a combination of insights from means-end theory and prevalent approaches in the positioning process.\u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e\u003cp\u003eThe applicability of this suggested approach is demonstrated in the empirical case study of the HEAD Snowboarding Travel Boardbag in Germany. Based on the results of a focus group discussion and a successive large scale online survey, the online market of boardbags is analyzed from a means-end perspective. Subsequently the suggested integrated positioning methodology is applied to depict untapped positioning potential and derive consumer-oriented directives to realize it through an adequate marketing mix.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783640996117\"\u003e\u003ch3\u003e\u003c\/h3\u003e\u003c\/div\u003e","brand":"Libri","offers":[{"title":"Softcover - 9783640996117","offer_id":39430181617757,"sku":"9783640996117","price":52.95,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/3fde36f2-c62f-47df-805e-1139970547c4.jpg?v=1777870614","url":"https:\/\/shop.autorenwelt.de\/products\/integrating-the-means-end-approach-into-the-product-positioning-process-using-the-example-of-the-head-snowboarding-travel-boardbag-in-germany-von-sabine-von-possel","provider":"Autorenwelt Shop","version":"1.0","type":"link"}