Using the 10 Performance Improvement Standards to Guide Strategy Development and Implementation: A Marketing Performance Improvement Case

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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
Source title: Cases on Performance Improvement Innovation
Source Author(s)/Editor(s): Darlene M. Van Tiem (Capella University, USA & University of Michigan – Dearborn, USA)and Nancy Crain Burns (Crain Burns Associates LLC, USA)
DOI: 10.4018/978-1-7998-3673-5.ch004

Keywords: Business & Management / Business and Organizational Research / Business Process Management / Business Science Reference

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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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Using the 10 Performance Improvement Standards to Guide Strategy Development and Implementation: A Marketing Performance Improvement Case

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