TY - JOUR
T1 - Independent service providers as a competitive advantage in developing economies
AU - Ekeledo, Ikechi
AU - Firoz, Nadeem M.
PY - 2007/9/4
Y1 - 2007/9/4
N2 - As buyers perceive quality parity among competing brands of a product with a significant service component in its consumption, product support service can become a differential advantage for a brand. The authors propose and test a framework for leveraging independent service providers as a competitive advantage in durable goods export markets in developing countries. Using survey data, the authors found a relationship between easy access to product support services, buyer herd behavior, and brand preference of passenger cars in a developing country. The paper concludes by suggesting how management can leverage independent service providers as a source of competitive advantage for a brand.
AB - As buyers perceive quality parity among competing brands of a product with a significant service component in its consumption, product support service can become a differential advantage for a brand. The authors propose and test a framework for leveraging independent service providers as a competitive advantage in durable goods export markets in developing countries. Using survey data, the authors found a relationship between easy access to product support services, buyer herd behavior, and brand preference of passenger cars in a developing country. The paper concludes by suggesting how management can leverage independent service providers as a source of competitive advantage for a brand.
KW - Car exports
KW - Competitive advantage
KW - Developing economies
KW - Herd behavior
KW - Support services
UR - http://www.scopus.com/inward/record.url?scp=38349076273&partnerID=8YFLogxK
U2 - 10.1300/J042v20n04_04
DO - 10.1300/J042v20n04_04
M3 - Article
AN - SCOPUS:38349076273
SN - 0891-1762
VL - 20
SP - 39
EP - 53
JO - Journal of Global Marketing
JF - Journal of Global Marketing
IS - 4
ER -