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