Independent service providers as a competitive advantage in developing economies

Ikechi Ekeledo, Nadeem M. Firoz

Research output: Contribution to journalArticle

Abstract

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.

Original languageEnglish
Pages (from-to)39-53
Number of pages15
JournalJournal of Global Marketing
Volume20
Issue number4
DOIs
StatePublished - 4 Sep 2007

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Keywords

  • Car exports
  • Competitive advantage
  • Developing economies
  • Herd behavior
  • Support services

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