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A Super Efficiency Model for Product Evaluation

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  • Matthias Staat

    (University of Mannheim)

  • Maik Hammerschmidt

    (University of Mannheim)

Abstract

This study applies a Super Efficiency Data Envelopment Analysis model to evaluate the efficiency of cars sold on the German market. Efficiency is conceptualized from a customers' perspective as a ratio of outputs that customers obtain from a product relative to inputs that customers have to invest. The output side is modeled as a set of customer-relevant parameters such as performance attributes but also nonfunctional benefits and brand strength. More than 60% of the cars are efficient but the analysis shows marked differences regarding their degree of Super Efficiency. Super Efficiency indicates the extent to which the efficient products exceed the efficient frontier formed by other efficient units. Based on the parameter weights, segments of cars with a particular mix of characteristics can be identified; cars with a comparative advantage relative to their competitors who provide the same mix are characterized as the reference points within a given segment.

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File URL: http://128.118.178.162/eps/mic/papers/0402/0402011.pdf
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Bibliographic Info

Paper provided by EconWPA in its series Microeconomics with number 0402011.

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Date of creation: 05 Feb 2004
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Handle: RePEc:wpa:wuwpmi:0402011

Note: Type of Document - pdf; prepared on WinXP; to print on HP;
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Web page: http://128.118.178.162

Related research

Keywords: Customer Value; Data Envelopment Analysis (DEA); Marketing Efficiency; Product Marketing; Super Efficiency Model;

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  1. Kelvin J. Lancaster, 1966. "A New Approach to Consumer Theory," Journal of Political Economy, University of Chicago Press, University of Chicago Press, vol. 74, pages 132.
  2. Magid M. Abraham & Leonard M. Lodish, 1993. "An Implemented System for Improving Promotion Productivity Using Store Scanner Data," Marketing Science, INFORMS, vol. 12(3), pages 248-269.
  3. H. H. Bauer & M. Staat & M. Hammerschmidt, 2003. "Value Based Benchmarking and Market Partitioning," Microeconomics, EconWPA 0309004, EconWPA.
  4. Matthias Staat & Hans H. Bauer & Maik Hammerschmidt, 2004. "Structuring Product-Markets: An Approach Based On Customer Value," Microeconomics, EconWPA 0401002, EconWPA.
  5. Mahajan, Jayashree, 1991. "A data envelopment analytic model for assessing the relative efficiency of the selling function," European Journal of Operational Research, Elsevier, vol. 53(2), pages 189-205, July.
  6. Charnes, A. & Cooper, W. W. & Rhodes, E., 1978. "Measuring the efficiency of decision making units," European Journal of Operational Research, Elsevier, vol. 2(6), pages 429-444, November.
  7. Doyle, JR & Green, RH, 1991. "Comparing products using data envelopment analysis," Omega, Elsevier, vol. 19(6), pages 631-638.
  8. Christos Papahristodoulou, 1997. "A DEA model to evaluate car efficiency," Applied Economics, Taylor & Francis Journals, vol. 29(11), pages 1493-1508.
  9. Cook, Wade D. & Seiford, Larry M., 2009. "Data envelopment analysis (DEA) - Thirty years on," European Journal of Operational Research, Elsevier, vol. 192(1), pages 1-17, January.
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