Benchmarking Marketing Productivity Using Data Envelopment Analysis: a Modified Approach

Data envelopment analysis (DEA) is now widely utilized as a method for assessing relative efficiency of a set of decision making units (DMUs). Along as evaluating relative efficiency DEA models are capable of to be improved for finding benchmark for inefficient units which can help managers for better making decision. Thus it is important to obtain accurate results from DEA models. In this paper the SBM model has been enhanced by incorporating two constraints. One of these constraints has been considered to deal with nondiscretionary inputs that can affect production. The other helps to find acceptable targets where there exists variable that has an integer value. Also, with an example it has been shown how the proposed model works.