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Cognitive method for expert comparison of the consumer characteristics of the competing products


Viktor O. Moseyko, Sergei A. Korobov, Aleksei V. Tarasov
(about the authors)

Moseyko Viktor O. – Doctor of Science, Economics, Professor; Professor of the Chair of Management (Volgograd State University)

Korobov Sergei A. – Candidate of Science, Economics, Acting Head of the Chair of Management (Volgograd State University)

Tarasov Aleksei V. – Postgraduate of the Chair of Management (Volgograd State University)

Published in:
Creative Economy
– Volume 10, Number 9 (September 2016)

JEL classification: C13, E27, L21

Keywords: cognitive map, consumer characteristics of a product, expert evaluation, mutual influence of the resources, production resources


Citation:
Viktor O. Moseyko, Sergei A. Korobov, Aleksei V. Tarasov (2016). Cognitive method for expert comparison of the consumer characteristics of the competing products. Creative Economy, 10(9), 1069–1082. doi: 10.18334/ce.10.9.36540


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Abstract:

The given article is dedicated to the methodological support of the expert comparison of the consumer characteristics of the competing products. For use of this method, the resource-based approach is used. This approach is based on the fact that the consumer characteristics of the compared products are determined by their ability to ensure (to different extents) mutual influence of the resources in the process of the production of new goods. To perform the comparative analysis of qualitative parameters, the authors proposes the expert approach, which is due to difficulties in structuring and formalization of such tasks. Comparison of the consumer characteristics of the competing products results in obtaining grades of the degree of impact that each of six used resources (human, technological, material, organizational, informational, institutional) has on the development of all the resources in the process of producing a new good for the cases when each of the compared products in this process is used.







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