Structuring Product-Markets: An Approach Based on Customer Value

Marketing Educators' Conference Proceedings, Vol. 13, No. 1, 2002

8 Pages Posted: 12 Feb 2007

See all articles by Matthias René Staat

Matthias René Staat

University of Mannheim

Hans H. Bauer

University of Mannheim

Maik Hammerschmidt

Mannheim Business School - Department of Marketing

Abstract

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

Suggested Citation

Staat, Matthias René and Bauer, Hans H. and Hammerschmidt, Maik, Structuring Product-Markets: An Approach Based on Customer Value. Marketing Educators' Conference Proceedings, Vol. 13, No. 1, 2002, Available at SSRN: https://ssrn.com/abstract=962235

Matthias René Staat (Contact Author)

University of Mannheim ( email )

D-68131 Mannheim
GERMANY

Hans H. Bauer

University of Mannheim ( email )

Universitaetsbibliothek Mannheim
Zeitschriftenabteilung
Mannheim, 68131
Germany

Maik Hammerschmidt

Mannheim Business School - Department of Marketing ( email )

Germany

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