Overcoming the Negative Product Quality Image of Manufacturers in Emerging Economies: Effectiveness of Warranty Strategies

摘要: Abstract Companies from emerging economies often suffer perceptions of negative quality for their products. This study investigates, using an experimental design, how manufacturers in countries can make use warranty strategies to overcome product image. Contrary what is proposed the literature, our shows that better warranties products designed and manufactured by firms does not improve because “too good be true” suspicion consumers. Strategic alliances with developed produce hybrid also may effective overcoming poor image countries. A comprehensive package such as providing full repair replacement parts altering consumers' trepidation originating low repute. Implications strategic between ...