haku: @author Kasper, H. / yhteensä: 12
viite: 4 / 12
| Tekijä: | Lemmink, J. Kasper, H. |
| Otsikko: | Competitive reactions to product quality improvements in industrial markets |
| Lehti: | European Journal of Marketing
1994 : VOL. 28:12, p. 50-68 |
| Asiasana: | COMPETITIVE ADVANTAGE QUALITY PRODUCTS |
| Kieli: | eng |
| Tiivistelmä: | 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. |
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