Domains of Quality-Based Strategies: A Functional Perspective

Quality plays a critical role in acquiring and sustaining a competitive advantage. Yet, minimal attention has been paid to the role that the functional level plays in the strategic implementation of quality. We provide an initial examination of this functional process by delineating the meanings which marketing executives attach to quality corporate strategies. Through content analysis, we provide seven thematic descriptions of quality-based strategies, forming three primary domains: quality as corporate philosophy, tactical superiority, and customer-centered endeavors. Converging this qualitative inquiry with quantitative analysis, we identify positive implications for functional and organizational performance.