• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer
  • Valize
  • Subscribe
  • Contact
Rita McGrath Group

Rita McGrath

Author. Speaker. Consultant.

  • Home
  • Learn About Rita
  • Work with Rita
  • Rita’s Work
    • Podcast
    • Books
    • Videos
    • Articles
    • Press
  • Thought Sparks
  • Events

November 3, 2006

Rita McGrath cited at The Manufacturer.com

In the November issue in an article entitled Before you measure quality, define it, Rita McGrath is cited as follows:

…[McGrath] is the co-author of MarketBusters: 40 Strategic Moves that Drive Exceptional Business Growth, and an Associate Professor at the Columbia Business School, specializing in innovation, strategy and corporate growth. McGrath says quality is not being perfect on every dimension of everything and quality for its own sake is not valuable.

More to the point, says McGrath, customer satisfaction doesn’t bear a direct linear relationship to purchasing propensity ? instead, “it’s a curve with a vast ‘zone of indifference’ between poor quality and great quality.” All too many manufacturers get stuck traveling along that zone, she says, providing products that are better than acceptable, but not getting to “wow.”

“When customers are looking for ‘quality’ all too often they are happy enough with good enough; when manufacturers go on a quality kick, it is all too easy to overshoot the needs of customers and invest heavily in quality that adds nothing to the bottom line,” says McGrath.

Thus, says McGrath, rule #1 for investing in quality is to think through how a particular quality investment will do one or both of two things:

Improve a key performance metric that drives your own operational efficiency or productivity; or

Improve a key aspect of your offering that customers will notice and pay more for, either through margins or volume.

With respect to customers, McGrath says you can think of quality in terms of three questions:

Is your performance so poor that customers experience strong negative feelings? In that case, an investment is probably worthwhile.

Is your performance “good enough” because improving it won?t drive customers to buy more? In that case, why bother, unless it saves you time or money.

Is there something you could improve with a quality initiative that would elicit a “wow” reaction from the customer? In this case, it is worth seriously considering.

To read the entire article, go to www.TheManufacturer.com.

Filed Under: News Archives

Primary Sidebar

Previous Sparks

  • 2023
    • March
    • February
    • January
  • 2022
    • December
    • November
    • October
    • September
    • August
    • July
    • June
    • May
    • April
    • March
    • February
    • January
  • 2021
    • December
    • November
    • October
    • September
    • August
    • July
    • June
    • May
    • April
    • March
    • February
    • January
  • 2020
    • December
    • November
    • October
    • September
    • July
    • June
    • May
    • April
    • March
    • February
    • January
  • 2019
    • December
    • November
    • October
    • September
    • August
    • July
    • June
    • May
    • April
    • March
    • February
    • January
  • 2018
    • November
    • October
    • September
    • July
    • June
    • April
    • March
  • 2017
    • July
    • June
    • May
    • March
    • January
  • 2016
    • December
    • October
    • August
    • July
    • June
    • May
    • March
    • February
    • January
  • 2015
    • November
    • October
    • September
    • June
    • April
    • March
    • February
  • 2014
    • December
    • November
    • October
    • August
    • July
    • June
    • May
    • April
    • March
    • February
    • January
  • 2013
    • December
    • November
    • October
    • September
    • August
    • July
    • May
    • April
    • March
    • February
  • 2012
    • December
    • November
    • October
    • September
    • August
    • July
    • June
    • May
    • April
    • March
    • February
    • January
  • 2011
    • December
    • November
    • October
    • September
    • August
    • July
    • June
    • May
    • April
    • March
    • February
    • January
  • 2010
    • December
    • November
    • October
    • September
    • August
    • July
    • June
    • May
    • April
    • March
    • February
    • January
  • 2009
    • December
    • November
    • October
    • September
    • August
    • July
    • June
    • May
    • April
    • March
    • February
    • January
  • 2008
    • December
    • November
    • October
    • September
    • August
    • July
    • June
    • May
    • April
    • March
    • February
    • January
  • 2007
    • December
    • November
    • October
    • September
    • August
    • June
    • May
    • April
    • March
    • February
    • January
  • 2006
    • November
    • October
    • September
    • August
    • July
    • June
    • May
    • April
    • March
    • February
    • January
  • 2005
    • December
    • November
    • October
    • September
    • August
    • July
    • April
    • March

Topics

  • Academic Concerns
  • Articles
  • Business School
  • Business Start Ups / Entrepreneurship
  • Business Strategy
  • Careers
  • Case Studies and Applications
  • Checkpoints
  • Competition
  • Complexity
  • Customer insight
  • Digital
  • Discovery Driven Planning
  • Event Announcements
  • Executive Education
  • Friday Fireside Chat
  • Fun
  • Growth
  • Growth Options / Real Options
  • Individuals
  • Innovation
  • Innovation Flops
  • Innovation Maturity Scale
  • Insights and ideas
  • Jobs
  • Leadership
  • News Archives
  • Opportunities
  • Profitable Organic Growth
  • Reviews
  • Seeing Around Corners
  • Strategy Dynamics
  • Strategy Execution
  • Technology
  • Thought Sparks
  • Tools
  • Transient Advantage
  • Uncategorized
  • Valize
  • Videos
  • Women's leadership

Footer

For Subscribers

  • Opportunity Portfolio Toolkit
  • Seeing Around Corners Workshop Guide
  • Get Premium Content with Thought Sparks!

Connect with Rita

Rita McGrath Group
P.O. Box 7286
Princeton, NJ 08543

  • © Copyright 2004-2023 Rita McGrath Group. All Rights Reserved.
  • • Privacy Policy
  • Created with ✨ by Moxie Design Studios
This website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish.Accept Reject Privacy Policy
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT
Scroll Up