1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 unknown4 Department of Management, Aarhus BSS, Aarhus University5 Department of Management, Aarhus BSS, Aarhus University
A key success factor is regarded as a skill or a resource that a business can invest in, which explains a major part of the observable differences in perceived value of the offer and/or relative costs of bringing that offer to the marketplace. Key success factors are potentially useful in structuring the generation of market intelligence in competitor analysis and benchmarking. To this end, a method was developed, based on a reverse laddering procedure, which elicits decision-makers' subjec causal maps. When aggregated, these maps can be used to derive competitor analysis systems. The paper shows the application of the concept in a company dealing with frozen seafood.
Proceedings From the 26th Emac Conference,, 1997, p. 145-160