Selecting Quality Initiatives to Pursue: Integrating Demand Effects into the Evaluation and Selection of Potential Quality Initiatives

Autor:	Anthony J. Capraro, Robert Yearout
Rok vydání:	2004
Předmět:	Marketing Quality management media_common.quotation_subject Value (economics) Profitability index Quality (business) Business Environmental economics Selection (genetic algorithm) media_common
Zdroj:	Journal of Marketing Theory and Practice. 12:1-19
ISSN:	1944-7175 1069-6679
DOI:	10.1080/10696679.2004.11658521
Popis:	Athough the value of improving quality is well recognized, tools to help managers choose the optimal quality initiatives to pursue remain underdeveloped. In particular, while there exist well-accepted methods for estimating the cost impacts of quality initiatives, there has been less progress in developing tools to routinely estimate demand effects (e.g., revenue-related impacts) associated with potential quality initiatives. Inability to estimate such demand effects may degrade firms’ responsiveness to customers and profitability. This article draws on published literature to forward a framework for estimating a quality initiative’s value that encompasses both cost impacts and demand effects. A key component is a methodology for estimating demand effects that can be practically incorporated into firms’ routine quality initiative selection processes.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::fbfd2d75a48b58e4b0dd8a7134773f2d https://doi.org/10.1080/10696679.2004.11658521 Zobrazit plný text záznamu Plný text ve formátu PDF