returns to scale, no fixed costs, and modeled, in addition, awareness and availability as functions of advertising and distribution spending. This paper continues to assume constant returns to scale and leaves to future elaboration the impacts of nonconstant returns, of fixed costs, and of awareness and availability. Further assumptions for this paper. Intuitively, positioning decisions depend on the cost structure, the preference structure, and competition. For example, if 'power' were most costly…
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