Summer 1990
Volume 31, Issue # 4


Five Imperatives for Improving Service Quality

  • Read Time: 33 min 

IT IS TIME FOR U.S. COMPANIES to raise their service aspirations significantly and for U.S. executives to declare war on mediocre service and set their sights on consistently excellent service, say the authors. This goal is within reach if managers will provide the necessary leadership, remember that the sole judge of service quality is the customer, and implement what the authors call the “five service imperatives.”


Brand Extensions: The Good, the Bad, and the Ugly

  • Read Time: 32 min 

BRAND EXTENSIONS have been the core of strategic growth for a variety of firms during the past decade. The power of such a strategy is evidenced by the sheer numbers. Each year from 1977 to 1984, 120 to 175 totally new brands were introduced into American supermarkets.