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The effects of portfolio characteristics and quality positioning on market performance
Descriptive
TitleInfo
Title
The effects of portfolio characteristics and quality positioning on market performance
Name
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Kutlubay
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Omer Cem
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1987-
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Omer Cem Kutlubay
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author
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Sengun
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Sengun Yeniyurt
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Advisory Committee
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chair
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Kim
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Kihyun
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Kihyun Kim
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Advisory Committee
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internal member
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Uslay
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Can Uslay
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Advisory Committee
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internal member
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Yalcinkaya
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Goksel
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Goksel Yalcinkaya
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Advisory Committee
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Rutgers University
Role
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degree grantor
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Graduate School - Newark
Role
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school
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Text
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theses
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2019
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2019-10
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2019
Language
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English
Abstract
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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.
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.
Subject
(authority = RUETD)
Topic
Management
Subject
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Topic
Product portfolio
Subject
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Topic
Branding (Marketing)
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Rutgers University Electronic Theses and Dissertations
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ETD_10198
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1 online resource (vii, 105 pages) : illustrations
Note
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Ph.D.
Note
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Includes bibliographical references
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Graduate School - Newark Electronic Theses and Dissertations
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rucore10002600001
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doi:10.7282/t3-jaj0-g820
Genre
(authority = ExL-Esploro)
ETD doctoral
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Rights
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The author owns the copyright to this work.
RightsHolder
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Name
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Kutlubay
GivenName
Omer Cem
Role
Copyright Holder
RightsEvent
Type
Permission or license
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2019-08-31 02:01:49
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Name
Omer Cem Kutlubay
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Affiliation
Rutgers University. Graduate School - Newark
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Author Agreement License
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I hereby grant to the Rutgers University Libraries and to my school the non-exclusive right to archive, reproduce and distribute my thesis or dissertation, in whole or in part, and/or my abstract, in whole or in part, in and from an electronic format, subject to the release date subsequently stipulated in this submittal form and approved by my school. I represent and stipulate that the thesis or dissertation and its abstract are my original work, that they do not infringe or violate any rights of others, and that I make these grants as the sole owner of the rights to my thesis or dissertation and its abstract. I represent that I have obtained written permissions, when necessary, from the owner(s) of each third party copyrighted matter to be included in my thesis or dissertation and will supply copies of such upon request by my school. I acknowledge that RU ETD and my school will not distribute my thesis or dissertation or its abstract if, in their reasonable judgment, they believe all such rights have not been secured. I acknowledge that I retain ownership rights to the copyright of my work. I also retain the right to use all or part of this thesis or dissertation in future works, such as articles or books.
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2019-10-31
DateTime
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2021-10-30
Detail
Access to this PDF has been restricted at the author's request. It will be publicly available after October 30th, 2021.
Copyright
Status
Copyright protected
Availability
Status
Open
Reason
Permission or license
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