Les auteurs étudient le rôle de la qualité du produit comme moyen d'acquérir un avantage comparatif. Ils démontrent que l'on ne peut évaluer le rôle de la qualité et les hypothèses principales qui s'y rapportent i / si l'on ne prend pas en compte une rétroaction entre la qualité et les autres facteurs stratégiques, et 2 / si l'on ne contrôle pas les effets spécifiques à la firme. En utilisant la base de données PIMS, les auteurs déterminent les effets de rétroaction entre la qualité du produit et d'autres variables stratégiques. Les résultats mettent en valeur l'importance de la qualité du produit et suggèrent qu'une mise en œuvre d'une stratégie fondée sur la qualité peut favoriser un accroissement de la rentabilité à la fois dans une stratégie de niche ou de gain de part de marché.
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