Pioneering organizational competitive quality strategy through the use of 'quality superiority triangle'

In this study, the author developed an organizational Competitive Quality Strategy (CQS). The foundation of the CQS stems from the dynamic change in customer/consumer behavior and the dynamic competitive nature of today's market. The philosophy underlying the developed Competitive Quality Strategy (COS) is based on two basic concepts: consumerization, and competitive empowerment. Consumerization is the extent of capturing consumer desire to purchase a product or use a service, and maintaining the momentum of such desire until it becomes a buying sensation. Competitive empowerment is the extent of prolonging competitive value advantage.; The main tasks of the CQS are represented by three basic elements: relative image or marketability, relative price, and relative quality. Collectively, these parameters represent what the author called the Quality Superiority Triangle (QST). QST is a pioneered mechanism by which these basic elements can be visually analyzed in an objective, independent, and interactive way.; Values of the three indices of the Quality Strategy Triangle (QST) were calculated using objective techniques in which both consumer's preferences and product attributive characteristics were integrated. Using both actual and simulated consumer data, formulated examples were employed to demonstrate these techniques for situations where consumer's judgments of product quality, image, and price were largely subjective (amateur consumers) and for situations where objective judgments were presented.; Through simple graphical visualization of the three indices of the QST, the author showed how competitive quality strategies by different organizations could be compared. In this regard, organizations were divided into three main categories depending on their CQS. These categories are: Top-Contenders, Balancers, and Transients (or Spoilers).; In the course of developing the Competitive Quality Strategy (CQS), the author also developed new competitive quality concepts. These include. (1) The Multiple Competitive Loop. A graphical display of the competitive environment of the organization. (2) Product Lifecycle. This is the product lifecycle from a consumer's viewpoint. (3) The Design Quality Index. This index represented the basic Consumer Quality Index when only one quality attribute is considered. (4) Competitive Reliability. This concept of product reliability differs from the classic concept. (Abstract shortened by UMI.)...