STRATEGIC ASPECTS OF QUALITY: A THEORETICAL ANALYSIS

Ram Narasimhan · David Méndez

23 citations0/0 files storedProduction and Operations Management

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Consumer Market Behavior and Pricing Marketing and Advertising Strategies Consumer Behavior and Marketing Influence

Abstract

This paper investigates the relationship between aspects of quality and long run profitability and growth of a firm. The paper first determines whether a stable relationship among price, aspects of quality, and the sales rate exists, by examining the equilibrium properties of a dynamic model. Then, we use the derived equilibrium expressions to develop insights into the strategic nature of “quality reputation” and, how to integrate marketing (i.e., pricing) and quality related decisions. The paper shows under certain conditions it might be more advantageous to manipulate “quality reputation” through advertising and product innovations than to increase product quality. We comment on quality based strategic options a firm must consider to ensure long run growth and profitability.

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References

1969A New Product Growth for Model Consumer Durables 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations 1976A New Product Growth Model for Consumer Durables 2004A New Product Growth for Model Consumer Durables 1991New Product Diffusion Models in Marketing: A Review and Directions for Research 1989The Effect of Price, Brand Name, and Store Name on Buyers' Perceptions of Product Quality: An Integrative Review 1995The Impact of Quality Management Practices on Performance and Competitive Advantage 1994Manufacturing Strategy : Text and Cases

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