The QUEST revolution Change of strategy as a synonym for success
DOI:
https://doi.org/10.18270/cuaderlam.v16i31.3244Keywords:
Positioning, marketing, consumer behavior, strategyAbstract
A marketing strategy, carried out efficiently by companies, is an important component that adds value to their competitive advantage. This case of study aims to analyze a Colombian company that has successfully carried out the strategy, positioning its brand and conquering new segments in the Colombian domestic market. First, different conceptualizations about brand positioning, customer loyalty and experiential marketing, were introduced. Then, the case of study is developed based on in-depth interviews with key people of the company. Information about the planning and the execution of the strategy and the results of it, was obtained. It is concluded that the carried out plan was efficient and successful because it allowed the company to meet their goals of market positioning.
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References
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Oliver, R. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33-44.
QUEST. (2018). Documento de inducción . Cali: Departamento de Gestión Humana.
Rieunier, S. (2002). Le marketing sensoriel du point de vente.
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Allen, J., Reichheld, F., & Hamilton, B. (2005). “Tuning into the Voice of your Consumer”. Harvard Management Update, 10(10), 3-5.
Anderson, K., & Kerr, C. (2002). Customer Relationship Management. New York: McGrawHill.
Barquero, J. D. (2007). Marketing de Clientes. Quién se ha llevado mi cliente? McGraw-Hill Interamericana de España S.L.
Barrios, M. (2012). Marketing de la Experiencia: principales conceptos y características. Palermo Business Review, 67-89.
Bourgeois, L., & Eisenhardt, K. (1988). Strategic decision process in high velocity enviroment: Four cases in the microcomputer industry. Management Science , 34: 816-835.
Brakus, J., Josko, Schmitt, B., & Zarantonello, L. (2009). «Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73(3), 52-68.
Carbone, L., & Haeckel, S. H. (1994). “Engineering Customer Experiences”. Marketing Management, 3(3), 8-19.
Crotty, M. (1998). The Foundations of Social Research. St Leonards, NSW: Allen & Unwin.
DeNora, T. (1986). How is extra-musical meaning possible? Music as a place and space for “work”. Sociological Theory n° 4, 84-94.
El País. (2017). Listados De Empresas. Obtenido de www.elpais.com.co: https://www.elpais.com.co/500-empresas/listado
Fernández, E., & Delgado, M. (2010). Marcas De Experiencia: Marcando La Diferencia. Obtenido de www.icesi.edu.co: https://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1118/pdf
Gentile, C., Spiller, N., & Noci, G. (2007). «How to Sustain the Customer Experience: An Overview of Experience Components That Co-Create Value with the Customer». European Management Journal, 25(5), 395-410.
Gestor comercial y de crédito. (2019). Base de datos Gestor comercial y de crédito. Obtenido de Universidad Icesi: http://nebulosa.icesi.edu.co:2337/universidades/CredPrincipal.aspx
Gumperz, J. (1977). Sociocultural knowledge in conversational inference. En P. Cole, & J. Morgan, Linguistics and Anthropology. Georgetown: Georgetown University Press.
Henao, J. (2019). Entrevista en profundidad al Director Comercial. Cali: QUEST.
Hirschman, E., & Holbrook, M. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing 46 (Summer), 92 - 101.
Hoch, S., & Ha, Y. (1986). Consumer learning: Advertising and the ambiguity of product experience. The Journal of Consumer Research, 13, 221-233.
Hoeffler, S., & Keller, K. (2003). The marketing advantages of strong brands. Journal of Brand Management, 10, 421-445.
Holbrook, M. B. (2000). The millen-nial consumer in the texts of our times: Experience and entertain-ment. Journal of Macromarketing, 20(2), 178-192.
Holbrook, M. B., & Schindler, R. M. (2003). “Nostalgic bonding: Exploring the role of nostalgia in the consumption experience”. Journal of Consumer Behaviour, 3(2), 107-127.
Keller, K. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57, 1-22.
Kerin, R., Hartley, S., & Rudelius, W. (2014). Marketing (11 ed.). USA: McGrawHill.
Krishna, A. (2010). Sensory marketing: Research on the sensuality of products. New York: Routledge.
Manfredi, L., Cabanelas, P., González-Sánchez, J., & Lampón, J. (2019). Multimarket competition and innovation in industrial markets: Spain and Colombia in comparative perspective. Journal of Business & Industrial Marketing, Vol. 35 (3) pg. 457-469.
Masud, M. (2018). An Examination of Case Studies in Management Research: A Paradigmatic Bridge. International Journal of Social Science Studies. RedFame publishing, vol. 6 (3), pages 9-19.
Masud, M. (2018). An Examination of Case Studies in Management Research: A Paradigmatic Bridge. International Journal of social Science Studies, Redfame publishing, vol. 6(3), pages 9-19.
Mingers, J. (1997). Towards Critical Pluralism. Multimethodology: Towards Theory and Practice for Mixing and Matching Methodologies, 407 - 440.
Moliner- Velázquez, B., Fuentes- Blasco, M., Servera- Francés, D., & Gil- Saura, I. (2019). From retail innovation and image to loyalty: moderating effects of product type. Serv Bus, 13, 199- 224.
Morrin, M., & Ratneshwar, S. (2003). Does it make sense to use scents to enhance brand memory? Journal of Marketing Research, 40(10), 10-25.
Oliver, R. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33-44.
QUEST. (2018). Documento de inducción . Cali: Departamento de Gestión Humana.
Rieunier, S. (2002). Le marketing sensoriel du point de vente.
Rodriguez, S. (2016). Visual Marketing: Cuando una imagen vale más que 140 carácteres. Harvard Deusto Marketing y Ventas, 135, 29.
Yin, R. K. (1984). Case Study Research: Design and Methods. Beverly Hills, Calif: Sage Publications.
Yin, R. K. (2003). Applications of Case Study Research (2nd ed.); Case Study Research: Design and Methods (3rd ed.). Thousand Oaks, CA: Sage.
Yin, R. K. (2009). Case Study Research: Design and Methods (4th ed.). Thousand Oaks CA: Sage.
Published
2021-02-15
How to Cite
Zuluaga Gómez, L. V., & Manfredi, L. (2021). The QUEST revolution Change of strategy as a synonym for success. Cuadernos Latinoamericanos De Administración, 16(31). https://doi.org/10.18270/cuaderlam.v16i31.3244
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