search query: @author Lemmink, J. / total: 7
reference: 6 / 7
| Author: | Lemmink, J. Kasper, H. |
| Title: | Competitive reactions to product quality improvements in industrial markets |
| Journal: | European Journal of Marketing
1994 : VOL. 28:12, p. 50-68 |
| Index terms: | COMPETITIVE ADVANTAGE QUALITY PRODUCTS |
| Language: | eng |
| Abstract: | Generally it is assumed that quality improvements are important tools for companies to gain a sustainable competitive advantage. The result of product quality improvements depends, for example on the reaction of competitors. If competitors react intensively and quickly, the outcome of a product quality improvement might be different from what was expected. The typical reaction of competitors is quite a fast reaction with only one marketing mix instrument. |
SCIMA