“…The quality/service decisions of a firm have been the focus of a vast literature in operations management, marketing, and economics (e.g., Allon & Federgruen, 2007;André, González, & Porteiro, 2009;Banker, Khosla, & Sinha, 1998;Bernstein & Federgruen, 2004;Federgruen & Yang, 2009;Karmarkar & Pitbladdo, 1997;Lacourbe, Loch, & Kavadias, 2009;Matsubayashi, 2007;Moorthy, 1988;Nair & Narasimhan, 2006;Narasimhan & Mendez, 2001;Paulson Gjerde & Slotnick, 2004;Tsay & Agrawal, 2000;YaylaKüllü, Parlaktürk, & Swaminathan, 2013). Different timelines (simultaneous versus dynamic) and relationships (competitive versus collaborative) have been analyzed to explain the role quality/ service plays in competition intensity in the market, in coordination problems, in inventory and capacity decisions, in product differentiation and vertical integration of firms, etc.…”