Choice based conjoint data will allow the marketing plan to specify not only the top
line financial numbers but will also translate that data into a language which is
operationally useful. For example, the research could benchmark the performance
required on the attributes that really matter in the customers’ buy/do not buy decision. As a result, the marketing plan would properly provide strategic and operational direction for the rest of the firm. Our study, for example, demonstrated clear implications for supply chain management (time based attributes) and purchasing(quality and availability based attributes).