Classifying the stability scores of the big-three American automotive companies using DEA window analysis.
Alshare, Khaled ; Luo, Xueming ; Mesak, Hani I. 等
ABSTRACT
This paper evaluates the stability of the efficiency scores of the
three largest American automotive companies over three 4-year windows
(1986-1989, 1990-1993, and 1994-1997). The study employs a nonparametric
technique called Data Envelopment Analysis (DEA), in particular DEA
window analysis, to evaluate the stability of the companies'
efficiency. The automotive firms are classified based on their stability
scores, using cluster analysis into four groups: efficient stable,
efficient unstable, inefficient unstable, and inefficient stable. The
results of two DEA models (CCR and BCC) are consistent to a great extent
in classifying the firms over the three 4-year windows. Both models
indicate that, for the studied period, Ford Motor Company is classified
by both DEA models 92% (22/24) of the time as either efficient stable or
efficient unstable. Chrysler Corporation is classified 71% (17/24) of
the time as efficient stable or efficient unstable. On the other hand,
General Motors Company is classified 67% (16/24) as efficient stable or
efficient unstable. The empirical results reveal that each company could
have reduced advertising spending, total assets and number of employees
while maintaining sales volume and market share during the period.
BACKGROUND
The efficiency in the auto manufacturing industry has been, over
the last decade, analyzed in two major studies (Womack, Jones, and Roos,
1990; Fuss and Waverman, 1993). However, there are not many articles
that have addressed the efficiency performance of the U.S. big-three
auto companies using Data Envelopment Analysis (DEA). To fill this void,
this paper is intended to evaluate and analyze the stability of the
efficiency of U.S. automotive companies during the period 1986-1997. DEA
is used to measure efficiency when there are multiple inputs and outputs
and there are not generally accepted weight for aggregating inputs and
aggregating outputs. The present study has a significant marketing
orientation in the sense that most of the considered inputs and outputs
are basically measures of marketing phenomena. In the marketing
literature, a number of scholars applied DEA in order to gauge and
analyze efficiency. Notable examples include the study of Charnes et al.
(1985), who have first discussed potential applications of DEA in
retailing and sales research. Metzger (1993) presented DEA methods in
measuring the effects of appraisal and prevention costs on productivity.
Chebat et al. (1994) used DEA to assess the degree to which allocation
of marketing resources affects the corporate profits of Canadian firms.
Boles, Donthu, and Ritu (1995) proposed DEA to evaluate salesperson
performance. Horsky and Nelson (1996) evaluated and benchmarked the
salesforce size and productivity by using DEA. Donthu and Yoo (1998)
utilized DEA to assess the productivity of 200 retail stores. Thomas et
al. (1998) evaluated the efficiency of 552 individual stores for a
multi-store, multi-market retailer using DEA. Pilling, Donthu, and
Henson (1999) employed DEA to adjust sales performance by territory
characteristic, derived from the Census of Retail Trade. The above
review reveals the absence of advertising applications from the
literature. Although a number of authors (e.g., Asker and Carman 1982;
Tull et al. 1986) have examined the issue of advertising efficiency
within the context of a single firm, there has not been work involving
studying the relative efficiency of advertising spending of competing
firms in the same industry. DEA can be instrumental in achieving such a
goal. DEA is intended to measure the relative efficiencies among DMUs
(Decision Making Units) and enables direct measurements of efficiency.
DEA formulates a series of linear programming models, one for each DMU.
These models can identify the relatively efficient DMUs and accord them
a rating of value one, or 100% efficiency. The major advantages of DEA
over traditional ratio and regression approaches include (1) DEA
doesn't require a knowledge of a production function linking input
variables with output variables; (2) In DEA, there is no need to assign
rigid weights to inputs or outputs; and (3) DEA offers management a
variety of useful insights including relative productivity scales and
efficiency gaps within different inputs and outputs that help in
indicating causes for inefficiency (Charnes et al. 1994). The most
important consideration in any DEA application is the selection of model
specification including input and output variables. Regression analysis can empirically infer at least potential input/output relationships,
while DEA only presumes that such relationships exist. Researchers,
therefore, must make sure that 1) outputs are statistically related to
inputs, 2) the variables represent management overall goals and
policies, and 3) the appropriate model is used. Also considerable effort
should be spent in selecting the number of comparable DMUs to include in
the analysis. The number of DMUs to consider in the analysis is a
controversial issue. While Ali et al. (1988) and Banker and Maindiratta
(1986) recommend that in traditional DEA the number of units should be
at least twice the sum of the inputs and outputs, Golany and Roll (1989)
warn that the larger the number of units in the analysis set, the lower
the homogeneity within the set and thus increasing the possibility that
the results may be affected by some exogenous factors which are not of
interest. For example, small assembling automobile firms would not be
meaningful when compared with the big-three companies in the United
States. In the automotive and airplane manufacturing industries, a few
large companies dominate the market. In this situation, DEA window
analysis becomes more appropriate. DEA window analysis is used to track
the efficiency over time. It pools the observations of several
consecutive years (e.g., 4 years) as an 4-year window. It then reveals
the efficient DMUs in this 4-year period by using DEA models. Thus the
efficient DMU denotes the best performance in the 4-year period (Thore
et al., 1996). One of the limitations of DEA is that it measures the
technical efficiency (optimizing the use of resources), leaving out the
allocation efficiency (allocating the available resources). Moreover,
DEA is very sensitive to outliers, which make the selection of DMUs
critical. Outliers may greatly affect the shape of the efficient
frontier and alter the efficiency estimates (Donthu and Yoo, 1998). In
addition, self-identifier and near-self-identifier problems may also
arise (Bauer et al. 1998). That is, some DMU may be self-identified as
100% efficient not because they dominate any other DMUs, but because no
other DMUs or linear combination of DMUs are comparable in the model.
However, in recent years, many researchers have focused on DEA
sensitivity analysis aspects (Charnes, Rousseau, and Semple, 1996;
Seiford and Zhu, 1998; Zhu, 2001). The use of sensitivity and stability
analyses of efficiency scores of DEA models should make decision makers
more confident in the DEA results.
RESEARCH FRAMEWORK
The research framework for this study is depicted in Figure 1. The
research framework consists of the following steps:
a) The Cobb-Douglas Production Function is used to assess the
relationship between input and output variables.
b) DEA window sensitivity analysis is performed to obtain the
stability scores for each company.
c) Cluster analysis is used to classify the automotive firms based
on their stability scores into Efficient Stable (ES), Efficient Unstable
(EUS), Inefficient Unstable (IUS), and Inefficient Stable (IES) classes.
d) Statistical tests are used to test for significant correlations
between the results of the two DEA models (CCR vs. BCC), and the
significance of any observed disagreements in efficiency
classifications.
[FIGURE 1 OMITTED]
A. The Cobb-Douglas Production Function
The rationale of our approach relies upon the macroeconomic production model. The Cobb-Douglas production function has been
extensively applied to evaluate firm performance from the productivity
point of view (Allison and English, 1993). The Cobb- Douglas function
may be formulated as follows.
Y = K CA LB
where
Y = the output,
C = the capital inputs,
L = the labor inputs,
A = the elasticity coefficient of capital inputs,
B = the elasticity coefficient of labor inputs, and
K = scaling constant.
Comparable to the Cobb-Douglas function, this paper uses the
following indicators for inputs: total assets (in billions of USD),
number of employees (in thousands), and advertising expenditures (in
millions of USD). The outputs consist of net sales ([Y.sub.1]) (in
billions of USD), and market share ([Y.sub.2]) (in percentage of the
U.S. market). Thus the Cobb-Douglas function is modified to take on the
following form:
Yi = eK * ADVETA * TOTASB * EMPLOYC, i = 1, 2. (1)
Observe that equation (1) is a non-linear model. It needs to be
linearized before using the Ordinary Least Squares (OLS) procedure for
its estimation. Taking the natural logarithm of both sides of (1)
produces:
Ln[Y.sub.i] = K + A . Ln (ADVET) + B . Ln (TOTAS) + C . Ln
(EMPLOY), i = 1,2. (2)
Where
ADVET = observation of input of advertising spending,
TOTAS = observation of input of total assets,
EMPLOY = observation of input of employees,
A = elasticity coefficient of advertising,
B = elasticity coefficient of total assets,
C = elasticity coefficient of employees, and
K = scaling constant.
Equation (2) presents a model of decreasing returns to scale for
increased total assets, advertising spending, and number of employees.
The model allows for interaction effects and the coefficients can be
interpreted as elasticities. Equation (2) also assumes for simplicity
that each input (expressed in terms of its natural logarithm),
considered separately, has the same effectiveness on a given output
(expressed in terms of its natural logarithm) across the three
manufacturers.
B. DEA Window Analysis
Since we have only three DMUs (three companies) each year, three
4-year windows analysis were conducted to get the efficiency scores for
DMUs during each 4-year window (3*4 = 12 DMUs). The rationale for
dividing into four-year periods is that a product cycle in the
automotive industry lasts about four years. Each generation for a
specific car brand, with a few exceptions, is held approximately four
years before being supplanted by the next generation, given the fierce
competition and quickly updating technology in the industry (Fuss and
Waverman, 1993). It is recommended to start the analysis by using the
original DEA model (CCR) introduced by Charnes, Cooper, and Rohdes
(1978) because it reveals the differences among the DMUs in the most
unforgiving manner (e.g., it has the largest reference set). The results
of the BCC model, which was introduced by Banker, Charnes, and Cooper
(1984), are also compared with the results of the CCR model in this
study. Therefore, two DEA models (CCR and BCC) input oriented
formulations are used to evaluate the stability classification of the
efficiency of the three companies.
C. DEA Sensitivity Analysis
For each company, the sensitivity measure or stability percentage
([alpha]) is calculated by solving certain linear programming problems
developed by Charnes, Rousseau, and Semple (1996). This particular
linear programming formulation calculates a, the percentage radius of
change in the input-output space within which a DMU's
classification remains unchanged. It should be noted that a positive
value of a means that the DMU is an efficient one, while a negative
value means that the unit is inefficient. On the other hand, the
absolute value of [alpha] is the percentage within which the DMU's
Classification remains unchanged.
D. Cluster Analysis
For each separate group (efficient and inefficient), univariate
cluster analysis is performed on the absolute values of the stability
scores ([alpha]) to create stable and unstable categories. The stable
group has high absolute value of a and the unstable group has low
absolute value of [alpha]. Thus, resulting in four final
classifications; Efficient Stable (ES); Efficient Unstable (EUS);
Inefficient Unstable (IEUS) and Inefficient Stable (IES).
E. Statistical Tests
Since each automotive firm is categorized as efficient stable,
efficient unstable, inefficient unstable, or inefficient stable under
each DEA model (CCR and BCC), several nonparametric procedures could be
used to test the significance of any observed disagreement in efficiency
classifications. One test is the Friedman test for dependent samples
with classes ranked as: ES=4, EUS=3, IEUS=2, and IES=1. In addition to
that test, Spearman Correlation coefficient could be used to test for
significant correlations between the stability scores related to the two
DEA models.
DATA COLLECTION
Standard and Poor's Compustat database was the source for the
financial data related to companies net sales, total assets, and number
of employees. Advertising Age was the source for the advertising
expenditures from 1986 to 1997. The market share data was obtained from
Ward's Auto World databank.
EMPIRICAL RESULTS
This section reports the results of estimating the Cobb-Douglas
production function in assessing the relationship between the input and
the output variables. It also reports the results of the analysis of the
stability scores for the automotive companies over the three 4-year
windows.
The Cobb-Douglas Production Function Estimation Results
Although it is always better to estimate the sales volume and
market share equations jointly using the method of seemingly unrelated
regression, SUR, (Zellner, 1962) there are circumstances when it is just
as good to estimate each equation separately. One of such circumstances
is actually in conformity with our situation. Indeed, some advanced
algebra is needed to prove that OLS and SUR give identical estimates
when the same explanatory variables appear in each equation (Hill,
Griffiths, and Judge, 1997). Therefore, the two equations related to
sales volume and market share for the U.S. automotive industry would be
estimated separately using OLS.
After adding error terms and applying White's procedure for
heteroskedasticity correction, Table 1 displays the regression results
of equations (2). The results show that the sales volume is
statistically related to the input variables (total assets, advertising
expense and number of employees). The regression model (dependent
variable = sales volume) has an F- statistic of 274.50, with p-value
less than 0.001, and an adjusted R-square of about 0.96. All the input
explanatory variables' standardized coefficients (e.g. advertising,
employees, and total assets) are significantly different from zero with
t-statistic of p-value less than 0.01. Also the F- statistic for the
regression model (dependent variable = market share) is 79.65, with
p-value less than 0.001, and adjusted R-square of about 0.89. Again, the
market share output is statistically related to advertising (p-value
less than 0.05), total assets (p-value less than 0.10), and employees
(p-value less than 0.01).
The small values of variance inflation factors (VIF's) shown
in Table 1, suggest that multicllinearity is not an issue in any of the
models (Neter, Wasserman, and Kutner, 1990). Furthermore, there is no
evidence of the presence of serial correlation in any of the models
(Durbin and Watson, 1951) adding more credence to the robustness of the
model. The inputs and outputs variables used are statistically related,
thus satisfying the variable requirements of DEA applications (Golany
and Roll, 1989). The DEA results are reported next.
Comparing Companies over Three Four- Year Windows
The performance of each manufacturer is examined for three 4-year
window periods. The performance of each company during
1994-1997,1990-1993, and 1986-1989 are compared. In conducting such
analysis related to each window, a certain company in a particular year
is considered as a separate DMU by itself. The linear programming
problems (see Charnes, Rousseau, and Semple, 1996) are applied for the
entire 4-year window, one at a time for each DMU, resulting in obtaining
the stability scores for a total of 12 DMUs. The stability analyses of
these three four-year windows are summarized in Table 2. Most of the
Chrysler and Ford's years are efficient unstable (for both BCC and
CCR models). On the other hand, most General Motors' years (6/12)
are inefficient-unstable from the CCR model results, and (9/12) are
efficient unstable from the BCC model results. It is worth mentioning
that other 4-year windows results (1993-1996, 1992-1995, 1991-1994,
etc.) arrive at similar conclusions to those related to the above three
4-year windows.
Table 3, derived from Table 2, shows the number of efficient years
during each 4-year window for both DEA models. GM received the least
number of efficient years (16/24). This suggests that GM is the least
efficient manufacturer compared to the other two competitors. On the
other extreme, Ford enjoyed the largest number of efficient years during
the three 4-year windows (22/24). Chrysler received (17/24) as
efficient. It should be noted that none of the three companies is
classified as inefficient stable in the three 4-year windows analysis
The correlations between the stability scores of the two models
(CCR and BCC) for each one of the three 4-years windows are significant
as shown in Table 4. One can say that the results of the two DEA models
are in agreement to a great extent with respect to the automotive
firms' stability scores. It should be noted that when the stability
scores for the three 4-year windows are pooled together, the correlation
between the two models was also significant (Spearman's correlation
coefficient r = 0.679; p-value = 0.000005).
The Friedman test (for ordered classes) is employed using the data
depicted in Table 2 to test the hypothesis of no difference in
efficiency classifications (ES, EUS, IEUS, and IES) between the two DEA
models. The results of the Friedman test for two of the three 4-year
windows are significant (p-value = 0.0254; p-value = 0.0832 for window
90-93 and window 86-89, respectively), indicating that the observed
efficiency classifications are significantly different between the two
DEA models for these two windows. The result of the Friedman test for
the third 4-year window (94 - 97 window) is not significant, indicating
that the observed efficiency classifications are not significantly
different between the two DEA models for that window. These findings
imply that DMUs classification results obtained from the two DEA models
become more consistent with one another upon using the stability score
as an additional dimension for classification. It is known from the
literature that when the efficiency score is used as the sole
classification dimension, the CCR model generates fewer efficient DMUs
than the BBC model does.
IMPILICATIONS AND CONCLUSIONS
This study employs two DEA models in conjunction with cluster
analysis in order to classifying stability scores of the U.S. big-three
auto companies. The results of both models (CCR and BCC) indicate that
Ford was the most efficient leader during each consecutive four-year
period, or product cycle. General Motors was the most inefficient
company in the industry. Chrysler is positioned to lie between these two
extremes. These findings are consistent with the point of view of
industry experts (e.g., Vasilash, 1996 and Valsic, Naughton, and Kerwin,
1998).
Implications for Management
The authors are fully aware that the results of this study will be
welcomed by the manufacturer placed first (Ford) and disregarded by the
one placed last (General Motors). The worst performer will question
these efficiency estimates by arguing that important inputs and/or
outputs have not been incorporated in the analysis, or that the DEA CCR
and BCC models utilized in deriving the conclusions come into question.
The best performer, on the other hand, will be sufficiently satisfied
without bothering about these shortcomings. However, DEA results are
descriptive (diagnostic) in nature rather than perspective. Thus,
management should examine in depth the results of DEA models in order to
make appropriate corrective decisions. For example, efficiency scores
and slack variables obtained through solving the original DEA models,
reveal that each company could have reduced advertising spending, total
assets and number of employees while maintaining sales volume and market
share during the studied period. A viable way to reduce waste in
advertising spending is to adequately test ad campaigns that are already
running. Strategies for dealing with excess capacity includes better
production planning and control processes, reviewing the level of
product variety in the face of conflicting cost and revenue
implications, and selling money-losing businesses. A common strategy to
deal with a surplus of employees is laying some of them off. By working
closely with the United Auto workers to avoid potential strikes, the
side-effects of such action can be minimized.
The additional classification of DMUs into stable or unstable
status would allow management to have more confidence in their
conclusions about the performance of the DMUs. As a result, management
should seek and retain efficient stable DMUs and avoid or change the
situation of inefficient stable ones. Management should also carefully
monitor efficient unstable DMUs and take appropriate measures to keep
them efficient. On the othert hand, management may adopt radical changes
with respect to inefficient unstable DMUs. For example, in the summer of
1998, General Motors swapped brand-based operating divisions for a
centralized marketing organization supported by a new field sales and
marketing system to boost efficiency.
Implications for Researchers
Since there are not many studies that have evaluated the efficiency
performance of the U.S. big-three auto companies using DEA technique,
this study has intensively employed DEA sensitivity analysis in
classifying the stability scores of the big-three auto companies in the
U.S. Its major contribution is that it provides a post analysis for DEA
results. Many researchers have employed DEA models in many applications;
however, they have used only efficiency scores to draw their
conclusions. This study does not only use efficiency scores in drawing
its conclusions, but also calculates stability scores, which provide
investigators with information on how efficiency scores are robust to
any changes in the values of inputs or outputs. In addition, this study
employs cluster analysis to classify DMUs into four distinct groups:
Efficient Stable (ES), Efficient Unstable (EUS), Inefficient Unstable
(IEUS), and Inefficient Stable (IES) in order to provide management with
reliable conclusions. One direction for future research is to compare
U.S. auto companies to its counterparts in other countries such as Japan
and Europe. Another direction would be to examine the efficiency of
brands within the three companies. A third plausible direction for
future research would be to compare DEA results with other traditional
methods of evaluating efficiency such as ratio analysis and production
functions.
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Khaled Alshare, Emporia State University Xueming Luo, State
University of New York, Fredonia Hani I. Mesak, Louisiana Tech
University
Table 1
OLS RESULTS OF THE RELATIONSHIP BETWEEN EACH DEPENDENT VARIABLE
AND ALL INDEPENDENT VARIABLES
Dependent Variable
Y1 = Sales Volume
Independent Parameter Probability White's VIF
Variables Estimate >|T| Probability
>|T|
Advertising 0.5231 0.0000 0.0000 1.32
Total assets 0.1943 0.0000 0.0000 1.06
Employees 0.6324 0.0000 0.0000 1.37
F-Statistics 274.50 ***
Adj. R-Square 0.96
Durbin - Watson 1.997
Dependent Variable
Y2 = Market Share
Independent Parameter Probability White's VIF
Variables Estimate >|T| Probability
>|T|
Advertising 0.3605 0.0175 0.0135 1.32
Total assets 0.1107 0.1421 0.0932 1.06
Employees 0.5214 0.0000 0.0000 1.37
F-Statistics 79.65 ***
Adj. R-Square 0.89
Durbin - Watson 1.851
Note: all variables are expressed in terms of their natural logarithms.
*** p < .01
Table 2
STABILITY SCORES FOR THE SELECTED THREE 4-YEAR WINDOWS*
Window 94-97
DMU CCR BCC
stability stability
CR97 -0.0301 -0.0243
CR96 0.04769 0.06399
CR95 -0.0355 -0.0284
CR94 0.08326 0.25446
FD97 -0.0163 0.02323
FD96 0.03153 0.04775
FD95 0.01804 0.01863
FD94 0.00366 0.00996
GM97 -0.0228 0.07955
GM96 -0.0162 -0.0023
GM95 0.0075 0.0084
GM94 0.02225 0.02757
Window 90-93
DMU CCR BCC
stability stability
CR93 0.08251 0.09526
CR92 0.0306 0.06579
CR91 0.02259 0.05517
CR90 -0.004 0.01457
FD93 0.0365 0.06612
FD92 0.02253 0.02284
FD91 0.00553 0.00684
FD90 0.09778 0.09894
GM93 0.0034 0.04601
GM92 0.02269 0.04903
GM91 -0.0205 -0.0783
GM90 -0.0155 0.01795
Window 86-89
DMU CCR BCC
stability stability
CR89 0.08691 0.10147
CR88 0.00068 0.06849
CR87 -0.0166 -0.0018
CR86 0.32966 0.28617
FD89 0.00755 0.02418
FD88 0.01707 0.02836
FD87 -0.0279 0.00455
FD86 0.07669 0.09738
GM89 -0.1352 0.02362
GM88 0.0896 0.09513
GM87 -0.0466 0.19312
GM86 0.02739 0.08467
*. Numbers in bold mean efficient stable
Table 3
THE NUMBER OF EFFICIENT YEARS DURING EACH 4-YEAR WINDOW FOR CCR
AND (BCC) MODELS
Company # of # of # of Total
efficient efficient efficient
years years years
1994-1997 1990-1993 1986-1989
Chrysler 2 (2) 3 (4) 3 (3) 8 (9)
Ford Motors 3 (4) 4 (4) 3 (4) 10 (12)
General Motor 2 (3) 2 (3) 2 (4) 6 (10)
Table 4
SPEARMAN'S CORRELATION COEFFICIENT OF STABILITY SCORES OF CCR VS. BCC
4-year windows Spearman Correlation Coefficient r (p-value)
1994-1997 0.671 (0.016)
1990-1993 0.930 (0.00001)
1986-1989 0.601 (0.0386)