Developing and Evaluating a New Scale for Product Positioning Uncertainty in India

Abstract

Abstract — Managing uncertainty is a major challenge for the start-ups.This paper aims to examine the reliability and validity of a new uncertainty scale as an instrument for measuring the variables necessary for product positioning for start-ups in India and its underlying dimensions. The literature is under developed in providing a comprehensive list of product positioning uncertainty constructs and its underlying variables. Therefore, an uncertainty scale measuring the variables of product positioning is required. Initially the scale consisted of 16 items under three conceptual subscales.151 founders and co-founders of start-ups from all over India participated in the study. This paper presents the result of the final scale of the factor structure that resulted from PCA and consists of 12 items out of the 16 items, which has been supported by strong evidences