The figure consists of two scatter plots. The left plot shows ten products mapped by market standardized importance and performance. Product 1 ranks high in both measures, while Product 6 has the lowest values. Products 7 and 10 are slightly above average, indicating moderate performance and importance. The right plot displays six attributes positioned by the same parameters. Attribute 1 scores highest on both axes, whereas Attribute 6 ranks lowest. Attributes 2 and 5 show moderate to high performance and importance, while Attribute 4 lies near the central baseline, indicating average market evaluation.Market Importance-Performance Analysis (MIPA) Matrix demonstrating two analytical perspectives. Panel (a) shows the market perspective where each point represents a competing product for a single attribute, revealing competitive clusters and market positions. Panel (b) shows the product perspective where each point represents an attribute for a single product, identifying strengths and weaknesses across multiple attributes. Dashed lines at 0 represent market expectations, with dotted lines at −1 and 1 marking one market deviation. The central gray square denotes market conformity (MSI and MSP between −1 and 1). Areas are color-coded: green (competitive advantage), red (competitive disadvantage), yellow (ambiguous position), and gray (market parity)
Source: Authors’ own work