Independent Service Providers as a Competitive Advantage in Developing Economies
Document Type
Article
Publication Date
9-4-2007
Journal / Book Title
Journal of Global Marketing
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.
DOI
10.1300/J042v20n04_04
MSU Digital Commons Citation
Ekeledo, Ikechi and Firoz, Nadeem M., "Independent Service Providers as a Competitive Advantage in Developing Economies" (2007). Department of Marketing Faculty Scholarship and Creative Works. 204.
https://digitalcommons.montclair.edu/marketing-facpubs/204
Published Citation
Ekeledo, I., & Firoz, N. M. (2007). Independent Service Providers as a Competitive Advantage in Developing Economies. Journal of Global Marketing, 20(4), 39–53. https://doi.org/10.1300/J042v20n04_04