Note that in level 4, the converging node, all possible
attributes of the attribution model are assembled to denote the most complex service categorization
permutation, which capitalizes on all four distinctive attributes: return, time, liquidity, and risk.
80 Ch. 4 Attribution Analysis
The process of building an attribution model for identifying proposed potential conceptual
services is straightforward and should follow a consistent construction pattern, as follows:
??? Start constructing the attribution model. The entry point into the attribution model should
always be at level 1, which is made up of the core attributes collection.
??? Maintain a persistent top-down level construction pattern. Each added level should be
positioned in a downward direction.
??? For each descending level, it is recommended to increase the number of attributes in each
node by one. For example, level 2 nodes each should be composed of two attributes, level
3 nodes of three attributes, and so forth. Once a practitioner??™s proficiency level increases,
other variations and permutations can be tried.
??? The last attribution model level should be made up of a converging node that represents
all possible model attributes.
ATTRIBUTION ANALYSIS
The attribution model is now a viable directory of attribute variations that later can contribute to
the conceptual services identification and categorization process (further described in Chapter 5).
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