Technometric Benchmarking: Identifying Sources of Superior Customer Value

Aviv Shoham, Shlomo Maital, Hariolf Grupp, Sharon Lifshitz

Research output: Contribution to journalArticlepeer-review


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 technometrics 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

Original languageEnglish
Pages (from-to)1-26
Number of pages26
JournalJournal of Global Marketing
Issue number1-2
StatePublished - 2003


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

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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