TY - JOUR
T1 - TQM and brand-building by Chinese original brand manufacturers: impact on business performance
AU - Ng, Stephen C. H.
AU - Zhao, Xiande
AU - Fan, Xiucheng
AU - Rungtusanatham, Johnny M.
PY - 2014
Y1 - 2014
N2 - To gain competitive advantage, original brand manufacturers (OBMs) need to understand how operations and marketing cooperate to achieve performance. Doing so can guide OBMs to make appropriate actions to develop their operational and marketing capability, and foster collaboration between the two functions. Using data collected from 560 Chinese OBMs, the authors investigated the joint impact of total quality management (TQM) initiated by operations and brand-building undertaken by marketing on product quality, brand performance and customer satisfaction and loyalty. The results revealed that the two efforts interact and generate gains that individual efforts cannot realize. Not only their interaction generates additional value to product quality, the results also broadly substantiated the authors’ hypothesis that TQM and brand-building take different paths to affect customer satisfaction and loyalty. In total, although brand-building, as matter of inputs, may impose stronger influences on the performances, OBMs should not neglect TQM, as investing in both is critical to the firm’s long-term success.
AB - To gain competitive advantage, original brand manufacturers (OBMs) need to understand how operations and marketing cooperate to achieve performance. Doing so can guide OBMs to make appropriate actions to develop their operational and marketing capability, and foster collaboration between the two functions. Using data collected from 560 Chinese OBMs, the authors investigated the joint impact of total quality management (TQM) initiated by operations and brand-building undertaken by marketing on product quality, brand performance and customer satisfaction and loyalty. The results revealed that the two efforts interact and generate gains that individual efforts cannot realize. Not only their interaction generates additional value to product quality, the results also broadly substantiated the authors’ hypothesis that TQM and brand-building take different paths to affect customer satisfaction and loyalty. In total, although brand-building, as matter of inputs, may impose stronger influences on the performances, OBMs should not neglect TQM, as investing in both is critical to the firm’s long-term success.
KW - COMPETITIVE ADVANTAGE
KW - CUSTOMER SATISFACTION
KW - DYNAMIC CAPABILITIES
KW - INTELLECTUAL PROPERTY
KW - ORGANIZATIONAL PERFORMANCE
KW - PRODUCT DEVELOPMENT
KW - RESEARCH-AND-DEVELOPMENT
KW - RESOURCE-BASED VIEW
KW - SERVICE QUALITY
KW - TOTAL QUALITY MANAGEMENT
KW - COMPETITIVE ADVANTAGE
KW - CUSTOMER SATISFACTION
KW - DYNAMIC CAPABILITIES
KW - INTELLECTUAL PROPERTY
KW - ORGANIZATIONAL PERFORMANCE
KW - PRODUCT DEVELOPMENT
KW - RESEARCH-AND-DEVELOPMENT
KW - RESOURCE-BASED VIEW
KW - SERVICE QUALITY
KW - TOTAL QUALITY MANAGEMENT
UR - https://www.webofscience.com/api/gateway?GWVersion=2&SrcApp=ceibs_wosapi&SrcAuth=WosAPI&KeyUT=WOS:000330106300015&DestLinkType=FullRecord&DestApp=WOS
U2 - 10.1080/00207543.2013.842021
DO - 10.1080/00207543.2013.842021
M3 - Journal
SN - 0020-7543
VL - 52
SP - 825
EP - 846
JO - International Journal of Production Research
JF - International Journal of Production Research
IS - 3
ER -