search query: @author Menezes, M. A. / total: 1
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| Author: | Menezes, M. A. Qeulch, J. A. |
| Title: | Leverage your warranty program |
| Journal: | Sloan Management Review
1990 : SUMMER, VOL. 31:4, p. 69-80 |
| Index terms: | SALES QUALITY MARKET SHARE AFTER-SALES SERVICE MARKETING COMPETITION |
| Language: | eng |
| Abstract: | Managers used to see warranties as defensive tool for warding off attacks by competitors. But today, consumers value quality more than ever, and managers who can design an effective warranty program can use it as a strategic offensive weapon to turn that craving for quality into increased sales and profits. It is shown, at the other end of the spectrum, how warranties may be offered for purely defensive reasons, to avoid losing sales or market share and to neutralize the effects of a competitor's increase in warranty terms. An internally consistent and synergistic warranty program mix is described. The major challenges in warranty program administration are discussed. |
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