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Mathematical Problems in Engineering
Volume 2017, Article ID 6386370, 11 pages
https://doi.org/10.1155/2017/6386370
Research Article

A Mathematical Programming Approach to Brand Efficiency of Smartphones in the US Market

1Department of Business Administration, National Central University, No. 300, Jung-Da Road, Jung-Li City, Taoyuan 320, Taiwan
2Department of Financial Management, National Defense University, No. 70, Sec. 2, Zhongyang North Rd., Beitou, Taipei 112, Taiwan

Correspondence should be addressed to Wen-Min Lu; moc.liamg@ul.nimnew

Received 31 March 2017; Revised 7 June 2017; Accepted 19 July 2017; Published 23 August 2017

Academic Editor: Mauro Gaggero

Copyright © 2017 Shiu-Wan Hung et al. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

This study applied mathematical programming approach to investigate the brand efficiency of smartphone brands by collecting data of 2013–2015 from Consumer Report. The brand efficiency was completed by employing the slack-based measure in data envelopment analysis. The degree of inefficiency of each brand was evaluated, and each brand’s metatechnology ratio was calculated using the metafrontier concept. The results revealed that the sampled smartphone brands reach the highest average brand efficiency in 2013, where Apple exhibited the highest brand efficiency among the sampled brands. The high brand efficiency in 2013 was attributed to the small number of product types at beginning of the growth period of smartphones. Finally, this study examined the efficiency of smartphone brands among four major telecommunications operators in the United States. It was found that Apple demonstrated the highest efficiency with all four operators, while no significant difference was noted among operators and smartphone brands.