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| Author: | Jacobson, R. Aaker, D. A. |
| Title: | The strategic role of product quality. |
| Journal: | Journal of Marketing
1987 : OCT, VOL. 51:4, p. 31-44 |
| Index terms: | QUALITY CONTROL CORPORATE STRATEGY QUANTITATIVE TECHNIQUES MODELS |
| Language: | eng |
| Abstract: | The role of product quality is examined to determine its applicability as a means of gaining a comparative advantage. Previous research and literature are reviewed. The importance of treating product quality as a variable of a larger system involving other strategic variables is emphasized. Structural models are mentioned as the most widely accepted methods for gaining insights into relationships between variables. Feedback interactions between product quality and other strategic variables are detected making use of the PIMS data base. A vector autoregressive model is elaborated. The findings suggest that a good quality strategy can facilitate increased profitability in both a focus and a market share context. |
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