TY - JOUR TI - The effects of portfolio characteristics and quality positioning on market performance DO - https://doi.org/doi:10.7282/t3-jaj0-g820 PY - 2019 AB - This 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. KW - Management KW - Product portfolio KW - Branding (Marketing) LA - English ER -