|
Abstract
|
Article Information:
Diagnosing SWOT through Importance-performance Analysis
Alagirisamy Kamatchi Subbiah Sukumaran, Shanmugasundaram Chandrasekaran Sivasundaram
Corresponding Author: Alagirisamy Kamatchi Subbiah Sukumaran
Submitted: October 29, 2014
Accepted: December 27, 2014
Published: March 25, 2015 |
Abstract:
|
The aim of the study is to evaluate the performance of the firms surveyed against the importance of the opportunities, threats, strengths and weaknesses applicable to those firms using Importance-Performance analysis. Firms optimize their Strengths, Weaknesses, Opportunities and Threats with the help of SWOT analysis. Martilla and James (1977) popularized the Importance-Performance analysis through their study titled with the same name. Importance-Performance analysis can be used to evaluate the performance against the intention or plan formulated by business or non-business firms. This method is widely used in consumer satisfaction studies and competitor analysis. Quite often right decisions can be taken if the information is presented in a comprehensive and understandable manner and in these contexts, Importance-Performance measure scores well. To the best of the author’s knowledge, Importance-Performance Analysis is used for the first time in the study to diagnose the strengths, weaknesses, opportunities and threats applicable to a firm.
Key words: Gap analysis, importance-performance analysis, SWOT, , , ,
|
|
Abstract
|
PDF
|
HTML |
|
Cite this Reference:
Alagirisamy Kamatchi Subbiah Sukumaran, Shanmugasundaram Chandrasekaran Sivasundaram, . Diagnosing SWOT through Importance-performance Analysis. Research Journal of Applied Sciences, Engineering and Technology, (9): 792-796.
|
|
|
|
 |
ISSN (Online): 2040-7467
ISSN (Print): 2040-7459 |
 |
| Information |
|
|
|
|
| Sales & Services |
|
|
|
|
