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Using the 10 Performance Improvement Standards to Guide Strategy Development and Implementation: A Marketing Performance Improvement Case
Author(s): Frank Q. Fu (University of Missouri‑St. Louis, USA), Hong Yi (Sinotrac Consulting, China), Yuan Zheng (China Telecom College, China), Lidan Li (China Telecom College, China), Xiangjiang Wang (China Telecom Corporation, Zhongshan, China)and Xiumei Zhang (China Telecom Corporation, Guangdong, China)
Copyright: 2020
Pages: 19
EISBN13: 9781799865810
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Abstract
This case demonstrates an award-winning performance improvement project conducted by a large state-owned enterprise in China that satisfies the 10 standards of performance improvement and adds value to the organization. Multiple tools developed by performance improvement professionals in China are used to develop and implement marketing strategies and achieve market share improvement goals. These tools are based on the performance improvement literature, specifically designed for and empirically tested in the Chinese market. The case also shows benefits and challenges associated with integrating performance improvement and marketing management.
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