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Strategic quality management on business to business market in Bosnia and Herzegovina


  • Zijada Rahimic

    () (The School of Economics and Business, University of Sarajevo, Bosnia and Herzegovina)

  • Kenan Ustovic

    () (NCH Bosnia LTD Sarajevo, Bosnia and Herzegovina)


Product and service quality has increasingly seen as a crucial factor of competitiveness, not only for individual companies, but for entire industries too. Using specific resources and capabilities companies can take a chance to delight their customers. This paper presents new sales model developed by authors, which includes all necessary steps related to sales process. CustomerOriented Sales (COS) Model considers opportunity that company differentiates itself and become market leader. This paper includes research about companies engaged in B2B sale in Bosnia and Herzegovina and their willingness to use quality as differentiation tool. As a method of research we used data collection questionnaire. It is important to notice that the quality is not the purpose of itself. Investments in quality without recognition of customer needs can also be ineffective. Taking into account all anticipated results, we will make a conclusion about possibilities that companies’ incorporate COS Model in their business system.

Suggested Citation

  • Zijada Rahimic & Kenan Ustovic, 2011. "Strategic quality management on business to business market in Bosnia and Herzegovina," Business and Economic Horizons (BEH), Prague Development Center, vol. 6(3), pages 1-17, September.
  • Handle: RePEc:pdc:jrnbeh:v:6:y:2011:i:3:p:1-17

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    More about this item


    B2B sales; competitiveness; customer-oriented sales (COS) model; differentiation; quality.;

    JEL classification:

    • L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • C12 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Hypothesis Testing: General
    • C14 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Semiparametric and Nonparametric Methods: General


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