engleski

Importance-Performance Analysis: Common Misuse of a Popular Technique

Importance-performance analysis (IPA) is a rather simple research tool introduced with the goal to direct management decisions regarding the allocation and reallocation of scarce company resources, with the ultimate goal to maximize the consumer experience. Although the technique is gaining increasing popularity in business and management research, many popular variants of IPA published in contemporary research, may, however, come up with confusing recommendations or even nonsense. As we believe, the 'publish-or-perish' dogma, paired with a muddled journal landscape, which even IPA contributors cannot (or do not want to) grasp, has contributed to such a situation. The main motivation for writing this brief paper thus is to clarify some of the most basic misunderstandings regarding this technique, and eventually, to make future IPA applications stop making naïve, ignorant, and wrong conclusions.

importance-performance analysis ; Misuse ; Importance measures

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