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Table Of Contents

1 Introduction
1.1 Background
1.2 Research Problem
1.3 Purpose of the Research
1.4 Delimitation
1.5 Structure of the Thesis
1 Literature Review
1.1 The Marketing Mix
1.1.1 Product
1.1.2 Price
1.1.3 Promotion
1.1.4 Place
2.3. Total Quality Management Approach
2.3.1. Total Management Commitment to High Quality
2.3.2. Customer Satisfaction
2.3.3. Developing Quality Standards
2.3.5. Participative Management and Empowerment
2.3.6. Continuous Quality Improvement
2.3.7. Employee Incentives and Recognition
2.4. Competitive Advantage
2.4.1. Cost Leadership
2.5. Porter’s Five Competitive Forces
2.6. The Marketing Mix and Competitive Advantage Model
3. Methodology
3.1 Research Purpose
3.2 Research Methods
Methodology
3.3 Type of Research
3.4 Population and Sample of the Research
3.5 Instruments of Data Collection
3.5.1 Primary Data
3.5.2 Secondary Data
3.6 Data Analysis
3.7 Validity and Reliability
4. Empirical Study: Two Case Studies
4.1 HMS Industrial Networks AB
4.2 ERNST & YOUNG LLP
5. Analysis of Empirical Data
Fig 5.2 Total Quality Management Approach
Fig 5.3 Competitive Advantage
6. CONCLUSION
Conclusion
6.1 Implications
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Total Quality Management as a Competitive Advantage - From a Marketing Perspective a Case Study o

Total Quality Management as a Competitive Advantage - From a Marketing Perspective a Case Study o

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Published by Radu Alin

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Published by: Radu Alin on Jan 21, 2012
Copyright:Attribution Non-commercial

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01/21/2012

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