This article explores the rise to quality leadership by Japanese automakers, the drop in U.S. automakers' quality reputation, and whether inferior quality still leads to the U.S. automaker's competitive woes. Perception plays a vital role in quality competition but not always in ways that we normally believe.
The ways information about quality operation is displayed plays an important role in customer perception. Quality should not be viewed as a stand alone advantage but rather it must be comprehended in the context of other strengths, including a business's brand equity. It is quality's association to brand equity that aid and explain the present quandary of U.S. automakers, and this relationship holds lessons for other industries.
PUBLICATION DATE: November 01, 2009 PRODUCT #: CMR441-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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