In the first paper Shoham et al. introduce as a new extension of multi-attribute models suggested and used in previous studies. Briefly, technometrics is a benchmarked approach to measure the scores of competing brands on a set of attributes. Thus, it accounts for competing brand’s performance, relative to competitors’. Moreover, it is more objective than customer-based, subjective assessments of performance on important product attributes. As a result, it can be used as an aid in selecting appropriate strategic tools along the price and quality dimensions for existing, modified, and new brands and products. Importantly, with rapid globalization of many product-markets, there is an increase in the importance of measuring the competitiveness of international firms objectively. The use of benchmark technometrics allows such objectivity. The authors provide an illustration for the use of this technique, which combines objective and subjective product assessments in the executive jet industry. This illustrations is used to generate many managerial implications, both in domestic markets, which new, international firs, enter, and in international markets. The research by Ali et al, examines Taiwanese executive’ attitudes toward exporting and their perceptions of personal and professional qualities for effective international conduct.
Strategic Global Marketing: Issues and Trends
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Bibliographic information
Title
Strategic Global Marketing: Issues and Trends
Author
Edition
1st ed.
Publisher
ISBN
9780789020178
Length
xvi+232p., Figures; Tables; Appendix; References; Index; 23cm.
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