Market perceived quality: Key strategic concept
Bradley T. Gale
(Managing Director of the Strategic Planning Institute (SPI))
Robert D. Buzzell
(Professor of Marketing at the Harvard Business School, and a trustee of SPI)
664
Abstract
Most managers equate “quality” just with conformance to technical standards. The more powerful strategic weapon is market perceived quality. Here's how to measure it and why it's such a potent weapon.
Citation
Gale, B.T. and Buzzell, R.D. (1989), "Market perceived quality: Key strategic concept", Planning Review, Vol. 17 No. 2, pp. 6-48. https://doi.org/10.1108/eb054248
Publisher
:MCB UP Ltd
Copyright © 1989, MCB UP Limited