The contribution of product quality to competitive advantage: Impacts on systematic variance and unexplained variance in returns

• 成果类型: Article
• 署名作者: Kroll, M; Wright, P; Heiens, RA
• 署名单位: University of Texas System; University of Texas at Tyler; University of Memphis
• 刊物名称: STRATEGIC MANAGEMENT JOURNAL
• ISSN/ISSBN: 0143-2095
• DOI: 10.1002/(SICI)1097-0266(199904)20:4<375::AID-SMJ15>3.0.CO;2-Y
• 发表日期: 1999
• 页码: 375-384
• 关键词: product quality and risk

摘要

In our study, we argue that product quality may enhance competitive advantage, leading to increased returns but a reduction in variance in returns. More specifically, based on our analyses of strategy-related theories, we propose a model in which a positive relationship is predicted between relative product quality and relative market share and between relative product quality and returns. An inverse association is predicted between quality and both systematic variance and unexplained variance in returns. Finally, relative product quality is expected to indirectly lower the variance in returns but enhance returns through the link between product quality, market share, and direct costs. Our findings are generally supportive of the model's stipulations. Copyright (C) 1999 John Wiley & Sons, Ltd.