Describes the uses and advantages of perceptual mapping, a consumer‐based modelling technique having both diagnostic and strategic applications, particularly in determining the threat posed by substitute products and in developing competitive strategies. Uses a case study approach of analysing companies in traditional manufacturing industries who are attempting to move from basic commodities to faster growing “value‐added” products. Concludes that perceptual maps are effective in developing new products and product positioning and can be easily used by managers in developing actions.

Determinant attribute analysis, a technique that isolates critical product attributes, can be a useful managerial tool in old line industries hoping to penetrate new markets with commodity-like products. This article uses residential siding materials as an example. A nationwide mail survey was used to collect primary data from professional end users of siding products. The dual question method was used to calculate determinance scores for 23 siding attributes and multiple discriminant analysis was used to highlight differences between four builder type market segments.