Technometric benchmarking: Identifying sources of superior customer value

Aviv Shoham, Shlomo Maitai, Hariolf Grupp, Sharon Lifshitz

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

Abstract

Multi-attribute models are popular aids in developing marketing strategies to enhance customer value. These models rely on self-reported measures of importance of product attributes and the scores of competing brands on these attributes. In this paper, we introduce tech-nometrics as an extension of multi-attribute models. Technometrics is a benchmarked approach to measure the scores of competing brands on a set of attributes. It can be used as an aid in selecting appropriate strategic tools along the price and quality dimensions for existing and modified brands. Importantly, with rapid globalization of numerous product-markets, there is an increase in the importance of measuring competitiveness of international firms objectively. We provide an illustration for the use of this technique, which combines objective and subjective product assessments, in the executive jet industry.[Article copies available for a fee from The Haworth Document Delivery Service: 1-800-H AWORTH. E-mail address: <getinfo@haworthpressinc.com> Website: <http:/Avww.HaworthPress.

Original languageEnglish
Title of host publicationStrategic Global Marketing
Subtitle of host publicationIssues and Trends
PublisherTaylor and Francis
Pages1-26
Number of pages26
ISBN (Electronic)9781317955863
ISBN (Print)9780789020161
StatePublished - 30 Aug 2021

Bibliographical note

Publisher Copyright:
© 2002 by The Haworth Press, Inc. All rights reserved.]

Keywords

  • Customer value
  • International strategy
  • Product strategy
  • Technometric bench working

ASJC Scopus subject areas

  • Economics, Econometrics and Finance (all)
  • General Business, Management and Accounting

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