Structuring Product-Markets : An Approach Based on Customer Value

Bauer, Hans H. ; Staat, Matthias ; Hammerschmidt, Maik

Document Type: Conference or workshop publication
Year of publication: 2002
Book title: 2002 AMA Winter Educators' Conference
The title of a journal, publication series: Marketing theory and applications
Volume: 13
Page range: 205-212
Publisher: Evans, Kenneth R.
Place of publication: Chicago, Ill.
Publishing house: American Marketing Assoc
ISBN: 0-87757-299-2
Publication language: English
Institution: Business School > ABWL u. Marketing II (Bauer 1993-, Em)
Subject: 330 Economics
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.

Dieser Eintrag ist Teil der Universitätsbibliographie.

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