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Article
A Branch-and-Price Approach to the Share-of-Choice Product Line Design Problem
Management Science
  • Xinfang Wang, Georgia Southern University
  • Jeffrey D. Camm, University of Cincinnati
  • David J. Curry, University of Cincinnati
Document Type
Article
Publication Date
7-20-2009
DOI
10.1287/mnsc.1090.1058
Abstract
We develop a branch-and-price algorithm for constructing an optimal product line using partworth estimates from choice-based conjoint analysis. The algorithm determines the specific attribute levels for each multiattribute product in a set of products to maximize the resulting product line's share of choice, i.e., the number of respondents for whom at least one new product's utility exceeds the respondent's reservation utility. Computational results using large commercial and simulated data sets demonstrate that the algorithm can identify provably optimal, robust solutions to realistically sized problems.
Citation Information
Xinfang Wang, Jeffrey D. Camm and David J. Curry. "A Branch-and-Price Approach to the Share-of-Choice Product Line Design Problem" Management Science Vol. 55 Iss. 1 (2009) p. 1718 - 1728
Available at: http://works.bepress.com/xinfang_wang/17/