Attribute Importance


and Performance for Customer Based Strategy, A teaching note by Vikas Mittal and Hari Sridhar

Dear Colleagues:

We have written a teaching note entitled “Attribute Importance and Performance for Customer Based Strategy. A sample copy can be downloaded at:

The note can be used in many undergraduate/graduate classes such as:

  • Marketing Research
  • Marketing Strategy
  • Consumer Behavior
  • Customer Analytics
  • CRM/Customer Satisfaction

Please check out the examination copy of the teaching note. Should you need any additional information to adopt it for your class, please email us.  


Vikas Mittal – Rice University (
Hari SridharTexas A&M University (