As the title says the thesis focuses on commercial products. The thesis starts introducing the reader to a new digital tool, specific of Bridgestone, that helps the user to better understand which will be the KPIs for every tire. The acronym of this tool is CVI that stays for Customer Value Index. To better explain it, the CVI shows to users which are the features that enhance the value perceived by the customer, obviously taking care about costs. Doing this, the user can find the perfect compromise to evaluate a product with the right ratio between costs and perceived performance benefit by customers.