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Successful Competition on Emerging Mid-Markets in China -Quality as a competitive disadvantage

Jacobsson, Rikard LU and Hellgren, Magnus (2011) TMA820 20111
Department of Business Administration
Abstract
Our model suggests that an extra focus on what the customers perceives as quality is needed in order to succeed on emerging mid-markets. As actual quality only matters if it affects perceived quality this information is needed in order to develop “the right product”. It is not only about having a customer focus; rather we suggest that the company must “turn the customer perception into its reality”. Successful competition also requires that the company manage their reputation of being a premium company in an adequate manner. Further more, the organization has to be structured so that customer value is delivered - to use local management and local sale channels is a necessity.
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author
Jacobsson, Rikard LU and Hellgren, Magnus
supervisor
organization
course
TMA820 20111
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Good-enough, mid emerging markets, MNC, customer perception, success factors.
language
English
id
1969668
date added to LUP
2011-05-31 09:33:10
date last changed
2011-05-31 09:33:10
@misc{1969668,
  abstract     = {Our model suggests that an extra focus on what the customers perceives as quality is needed in order to succeed on emerging mid-markets. As actual quality only matters if it affects perceived quality this information is needed in order to develop “the right product”. It is not only about having a customer focus; rather we suggest that the company must “turn the customer perception into its reality”. Successful competition also requires that the company manage their reputation of being a premium company in an adequate manner. Further more, the organization has to be structured so that customer value is delivered - to use local management and local sale channels is a necessity.},
  author       = {Jacobsson, Rikard and Hellgren, Magnus},
  keyword      = {Good-enough,mid emerging markets,MNC,customer perception,success factors.},
  language     = {eng},
  note         = {Student Paper},
  title        = {Successful Competition on Emerging Mid-Markets in China -Quality as a competitive disadvantage},
  year         = {2011},
}