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The effects of portfolio characteristics and quality positioning on market performance
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Kutlubay, Omer Cem. The effects of portfolio characteristics and quality positioning on market performance. Retrieved from https://doi.org/doi:10.7282/t3-jaj0-g820

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TitleThe effects of portfolio characteristics and quality positioning on market performance
NameKutlubay, Omer Cem (author); Yeniyurt, Sengun (chair); Kim, Kihyun (internal member); Uslay, Can (internal member); Yalcinkaya, Goksel (outside member); Rutgers University; Graduate School - Newark
Date Created2019
Other Date2019-10 (degree)
SubjectManagement, Product portfolio, Branding (Marketing)
Extent1 online resource (vii, 105 pages) : illustrations
DescriptionThis thesis presents two essays about the effects of portfolio positioning and quality positioning practices on market performance. The first study explores the effect of portfolio characteristics on market performance in the U.S. automotive industry. Scholars from various disciplines have investigated the impact of portfolio characteristics. Nevertheless, little is known about how brands adjust in dynamic market conditions with their portfolio strategies through brand characteristics or competitor characteristics. Thus, the first essay investigates the influence of the brand‘s product portfolio characteristics on performance by integrating the competitive portfolio positioning of the brand against other brands on the market. Results provide evidence regarding the dynamic capabilities of the brand with product portfolio strategies enhancing performance.
The second study examines the effects of the positioning of product quality on performance in the competitive market conditions. Quality in the marketing literature has two meanings: Perceived and objective quality. This study sheds light on how objective quality and perceived quality, the discrepancy between them, and the positioning of the quality against competitors are affecting the market performance in the context of the U.S. automobile industry. Results provide evidence on how both perceived quality and objective quality are important for the market performance, and how brands enhance performance through different benchmarking strategies. Additionally, results indicating the effects of perceived quality and objective quality on performance vary overtime. Hence, this study guides managers on how to increase performance in the short-term and long-term by the perceived quality and objective quality management. Overall, both studies shed light on how the dynamic capabilities of brands gain a competitive advantage through coordination and resource deployment, thus enhancing market performance.
NotePh.D.
NoteIncludes bibliographical references
Genretheses, ETD doctoral
Persistent URLhttps://doi.org/doi:10.7282/t3-jaj0-g820
LanguageEnglish
CollectionGraduate School - Newark Electronic Theses and Dissertations
Organization NameRutgers, The State University of New Jersey
RightsThe author owns the copyright to this work.
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