Structuring Product-Markets: An Approach Based on Customer Value
Marketing Educators' Conference Proceedings, Vol. 13, No. 1, 2002
8 Pages Posted: 12 Feb 2007
We offer an efficiency-based approach to derive market partitions and respective benchmarks using Data Envelopment Analysis. Product efficiency is measured as an output to input value from the customer's perspective. Products offering a maximum customer value relative to alternatives represent benchmarks for different sub-markets. The framework is applied to data on compact cars.
Keywords: Data envelopment analysis, product efficiency, marketing productivity, market structuring, customer value
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