Measuring product advantage using competitive benchmarking and customer perceptions. Long Range Planning.

Bowman, Cliff. Faulkner, David.

1994

SEPARATA
655

There are loose linkages between intended competitive strategy and outcomes. This paper explorer these linkages by developing two simple matrices: the Customer Matrix and the Producer Matrix. The customers decides the firm is position on the Customer Matrix and the competition determine the firm is position on the Producer Matrix. Management must respond to these pressures. Examples from the car industry are used to illustrate the issues involved..

Presenta diagrs.

GENERAL; BENCHMARKING; COMPETITIVIDAD; POSICIONAMIENTO ESTRATEGICO; ADMINISTRACION DE EMPRESAS; OPINION PUBLICA;