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| Author: | Bowmann, C. Faulkner, D. |
| Title: | Measuring product advantage using competitive benchmarking and customer perceptions |
| Journal: | Long Range Planning
1994 : FEB, VOL. 27:1, p. 119-132 |
| Index terms: | MEASUREMENT MANAGEMENT MATRIX MANAGEMENT |
| Language: | eng |
| Abstract: | There are loose linkages between intended competitive strategy and outcomes. This paper explores these linkages by developing two simple matrices: the "Customer Matrix" and the "Producer Matrix". The customer decides the firm's position on the customer matrix and the competition determines the firm's position on the producer matrix. Management must respond to these pressures. Examples from the car industry are used to illustrate the issues involved. |
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