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  • 1
    Electronic Resource
    Electronic Resource
    Warranty and warrantor reputations as signals of hybrid product quality (2001)
    Bradford : Emerald
    European journal of marketing 35 (2001), S. 110-132 
    Details
    ISSN: 0309-0566
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: Examines the use of warranty and warrantor reputations, which have been shown to be credible signals of product quality for uni-national products, to overcome consumers' negative perceptions about hybrid products. An experiment is conducted, in which the level of warranty coverage and the warrantor's reputation are manipulated. Results indicate that warranty strategies, in terms of warranty coverage and warrantor reputation, are effective in overcoming consumers' negative perception about the hybrid product's quality. Strategy implications for firms in the advanced and emerging economies are discussed.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/03090560110363373
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  • 2
    Electronic Resource
    Electronic Resource
    Dealing with Resource Disadvantage: Generic Strategies for SMEs (1999)
    Springer
    Small business economics 12 (1999), S. 299-311 
    Details
    ISSN: 1573-0913
    Source: Springer Online Journal Archives 1860-2000
    Topics: Economics
    Notes: Abstract This paper identifies three generic strategies for SMEs taking into account explicitly their resource disadvantage. In addition to the much advocated niching strategy, we show that SMEs can free-ride on the bigger firm's market development efforts and/or they can form strategic alliances to force accommodation by the bigger rivals. Contrary to conventional arguments, we show that success in niching is not conditional upon the continued ignorance of the niche by the bigger firms. It is also not true that the SMEs must have a cost advantage vis-à-vis the bigger firms in order to niche or to free-ride successfully. The bigger firms faced with entry into their markets by SMEs encounter the classical chain-store paradox. The three generic strategies proposed here are designed to force accommodation by the bigger firms.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1023/A:1008085310245
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