CAIRN-INT.INFO : International Edition

To assist companies in developing strategies for product innovation, we looked for ways of facilitating the identification, collection, and effective display of information. We developed maps of product confrontation that, by analogy with strategy games played on maps and the adoption of marketing warfare theories, can respond to this need. These maps are created based on user experience of a product and from a list of the attributes of this product. Each attribute is then associated with a token placed on a map. For each step, the list of attributes of the product is placed in the form of tokens next to the list corresponding to a competitor’s product. The comparison by column of the set of tokens can then be estimated by analogy with the warfare board game to define the movements of units. These unit movements drawn from marketing warfare theories can then be interpreted in terms of market conditions and of the potential development of new products.


  • product innovation
  • competitive intelligence
  • competitive monitoring
  • market intelligence
  • creative competitive intelligence
  • mapping
  • information visualization
  • marketing warfare
  • wargame
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