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A Super Efficiency Model for Product Evaluation

Author

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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.

Suggested Citation

  • Matthias Staat & Maik Hammerschmidt, 2004. "A Super Efficiency Model for Product Evaluation," Microeconomics 0402011, EconWPA.
  • Handle: RePEc:wpa:wuwpmi:0402011
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    File URL: https://econwpa.ub.uni-muenchen.de/econ-wp/mic/papers/0402/0402011.pdf
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    References listed on IDEAS

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    1. 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.
    2. 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.
    3. 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.
    4. Christos Papahristodoulou, 1997. "A DEA model to evaluate car efficiency," Applied Economics, Taylor & Francis Journals, vol. 29(11), pages 1493-1508.
    5. Kelvin J. Lancaster, 1966. "A New Approach to Consumer Theory," Journal of Political Economy, University of Chicago Press, vol. 74, pages 132-132.
    6. Doyle, JR & Green, RH, 1991. "Comparing products using data envelopment analysis," Omega, Elsevier, vol. 19(6), pages 631-638.
    7. 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.
    8. H. H. Bauer & M. Staat & M. Hammerschmidt, 2003. "Value Based Benchmarking and Market Partitioning," Microeconomics 0309004, EconWPA.
    9. Matthias Staat & Hans H. Bauer & Maik Hammerschmidt, 2004. "Structuring Product-Markets: An Approach Based On Customer Value," Microeconomics 0401002, EconWPA.
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    1. repec:wsi:apjorx:v:30:y:2013:i:01:n:s0217595912500479 is not listed on IDEAS

    More about this item

    Keywords

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

    JEL classification:

    • D2 - Microeconomics - - Production and Organizations
    • D4 - Microeconomics - - Market Structure, Pricing, and Design
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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