Abstract
Quality is a key competitive weapon in the global marketplace. Quality engenders competitive advantage by providing products that meet or exceed customer needs and expectations. In this study of first-tier suppliers to the “Big 3” North American automobile manufacturers, the relationships between competitive dimensions of quality (for example, design quality, conformance quality) and overall firm performance (for example, ROI, market share) are examined. The study's findings reveal that all competitive dimensions of quality are highly correlated with multiple measures of firm performance. Nevertheless, product support is shown to be the most consistent driver of business performance in the automotive supply industry.
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