Successful Competition on Emerging Mid-Markets in China -Quality as a competitive disadvantage
(2011) TMA820 20111Department 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.
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/1969668
- author
- Jacobsson, Rikard LU and Hellgren, Magnus
- supervisor
-
- Claes Svensson LU
- Fredrik Nilsson LU
- Björn Kronkvist LU
- organization
- course
- TMA820 20111
- year
- 2011
- 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}}, language = {{eng}}, note = {{Student Paper}}, title = {{Successful Competition on Emerging Mid-Markets in China -Quality as a competitive disadvantage}}, year = {{2011}}, }