"Without application, the benefits of knowledge cannot be fully achieved." - Roger J. Best
6.2 Differentiation Advantage (Figure 6-9)
Create three product attributes for an MP3 player and indicate the relative importance of each, with the sum of the relative values equaling 100.
Under Starting Data use Apple's iPod as the company and specify three competing MP3 players. Then rate each product attribute of Apple's iPod and each attribute of the three competing products on a scale that ranges from 0 (disastrous) to 10 (outstanding), where 5 is average.
What is Apple's product advantage index and what does it imply with respect to customer value and profitability?