Managerial Expectations for Technology at QVC, Inc.
During the early 1990s, tens of millions of American consumers gained access to cable television and a number of retailers took note of this technological innovation by launching cable television programming featuring their products. These new shopping venues quickly became enormously popular with many consumers because of their convenience, value and wide range of merchandise. One of the companies that emerged from this initial foray into unknown marketing waters was QVC, Inc., which has used emerging technologies to grow its business in innovative ways. To determine how managerial expectations for technology have affected QVC’s growth in recent years, this paper provides a review of the relevant literature concerning past expectations as well as how current technologies are meeting the company’s business needs. A summary of the research and important findings are provided in the conclusion.
Review and Analysis
By the early 1990s, nearly two-thirds of American consumers had cable television in their homes (Copley, 2004). Founded in 1986 by Joseph Segel (also founder of the Franklin Mint), QVC, Inc. (hereinafter alternatively “QVC” or “the company”) has grown its business by taking advantage of this emerging technology to improve the retailing experience for tens of millions of loyal customers. Standing for “quality,” “value” and “convenience,” QVC’s management team has leveraged the home shopping channel into a global enterprise that includes the United States, Latin America, Asia, and Europe (Copley, 2004). The business model has been enormously successful, and QVC even established a sales record for a new public company in American business history during its first full year of operation (QVC at a glance, 2012).
Today, QVC carries a wide range of products comparable to those found in large high-quality department stores, but it reaches far more customers with its televised programming than its competitors. In this regard, Lawrence (2010) reports that, “QVC is the digital television channel which broadcasts 24 hours a day, 17 hours of them live, selling everything from bed linen to garlic peelers, facial bullworkers (a machine to exercise those saggy jowls), joints of beef, computers and pearl necklaces to millions of viewers every day” (p. 70). According to the company’s promotional literature, “Reaching more than 98 million U.S. households and approximately 195 million cable and satellite homes worldwide, QVC became the first multimedia retailer to offer a native high-def service to customers in May 2009″ (QVC at a glance, 2012, para. 2).
While QVC remains committed to its televised sales programming, the company’s online services at QVC.com are also enormously popular (Parsons, 2008), with more than 6 million monthly visitors (QVC at a glance, 2012). Furthermore, QVC in Germany and the United Kingdom have both launched their own highly popular interactive Web sites as well (Copley, 2004). To its credit, the company also ensures that televised programming is culturally sensitive and appropriate to its setting through the use of local national producers and on-air personalities, all with an overarching reliance on technology to support the process. For instance, Lawrence reports that in the United Kingdom, “The QVC set-up is incredibly swish; a three-storey, ultra-modern office block near Battersea power station, with three TV studios, all linked electronically to an enormous warehouse in Liverpool, from where stock updates are relayed through to the on-air presenter” (2010, p. 70). This business model, replicated in other venues, has provided the company with a competitive advantage by reducing the number of humans that are involved through technological innovations. In this regard, Lawrence adds that, “Far from being the last resort of the underemployed, QVC is now adored by the middle classes too. And unlike most shops, QVC doesn’t need armies of sales staff. Instead, there are just 25-odd presenters, a cross between Generation Game hostesses and air stewards” (p. 70).
The company has also used technology in other ways besides its online QVC.com offerings and its televised productions to grow its business. Managerial expectations for the role of technology at QVC have expanded to include a series of brick-and-mortar retail stores across the country with plans in the works for more in the future. At present, the company has a “Studio Store” located at QVC headquarters in West Chester, Pennsylvania that features merchandise seen on the company’s televised productions and online as well as six other retail stores in Pennsylvania, Delaware, North Carolina and South Carolina that carry the same product lines (Retail stores, 2012). Moreover, the company adds more than 500 new products to its online, on-screen and retail lines (Lawrence, 2010) and more than 40,000 new customers every week (Copley, 2004).
This sustained level of success, though, has not been without its challenges, particularly during the early years of the company’s operations when it engaged in a series of costly legal maneuvers in an effort to improve its broadcast capabilities and either acquire or outperform its competitors such as The American Shopping Channel (Cox Cable), the Video Shopping Mall, Sky Merchant (Jones Cable), Cable Shopper’s Network, Shop TV (J.C. Penney), and the Consumer Discount Network (Parsons, 2008). Moreover, the company experienced the natural consequences associated with significant organizational change when it transitioned from satellite programming to digital programming in 2003 (Lawrence, 2010).
Despite these constraints and challenges, though, one way the company has succeeded in achieving a competitive advantage for this purpose has been its increasing use of social media networks such as Facebook and Twitter to promote its various product offerings, growing its online consumer base by 300% in the process (Kunz & Hackworth, 2011). The company has also used technology in ways that are difficult for its competitors to duplicate. For instance, QVC has even sponsored its own “wellness doctor,” Nobel laureate Fend Murad (recipient of the 1998 Nobel Prize in Medicine or Physiology) in their televised productions to promote sales of Murad’s book, The Wellness Solution. According to Grens (2007), “It’s a huge, huge audience. They reach more homes than CNN…we wanted to try and get the word out. It’s working: In the first week nearly 15,000 copies of The Wellness Solution sold, with the author logging just 40 minutes of air time” (p. 24).
Taken together, it is reasonable to conclude that technology has played a formative role in helping QVC achieve its success to date. Managerial expectations for technology at QVC have been responsible for this success, and the company has modeled the way for others by developing a business model that is sufficiently flexible to accommodate hundreds of new products each week while maintaining a sophisticated infrastructure that is networked in real time and which provides business managers with the feedback they need to make informed and timely decisions. In the final analysis, the quality, value and convenience at QVC, Inc. are all tied directly to the technologies that provide these attributes which are fulfilling the company’s marketing and supply chain needs today.
Copley, P. (2004). Marketing communications management: Concepts and theories, cases and practices. Oxford, England: Butterworth-Heinemann.
Grens, K. (2007, March). A nobelist’s QVC debut. The Scientist, 21(3), 23-24.
Kunz, M.B. & Hackworth, B.A. (2011). Are consumers following retailers to social networks?
Academy of Marketing Studies Journal, 15(2), 1-3.
Lawrence, J. Lights! (2010, December 9). Camera! Now flog those garlic peelers! Behind the scenes at QVC, the shopping channel that’s seduced the middle classes. The Daily Mail,
Parsons, P.R. (2008). Blue skies: A history of cable television. Philadelphia: Temple University
QVC at a glance. (2012). QVC, Inc. Retrieved from http://www.qvc.com/.
Retail stores. (2012). QVC, Inc. Retrieved from http://www.qvc.com/.
Get Professional Assignment Help Cheaply
Are you busy and do not have time to handle your assignment? Are you scared that your paper will not make the grade? Do you have responsibilities that may hinder you from turning in your assignment on time? Are you tired and can barely handle your assignment? Are your grades inconsistent?
Whichever your reason is, it is valid! You can get professional academic help from our service at affordable rates. We have a team of professional academic writers who can handle all your assignments.
Why Choose Our Academic Writing Service?
- Plagiarism free papers
- Timely delivery
- Any deadline
- Skilled, Experienced Native English Writers
- Subject-relevant academic writer
- Adherence to paper instructions
- Ability to tackle bulk assignments
- Reasonable prices
- 24/7 Customer Support
- Get superb grades consistently
Online Academic Help With Different Subjects
Students barely have time to read. We got you! Have your literature essay or book review written without having the hassle of reading the book. You can get your literature paper custom-written for you by our literature specialists.
Do you struggle with finance? No need to torture yourself if finance is not your cup of tea. You can order your finance paper from our academic writing service and get 100% original work from competent finance experts.
While psychology may be an interesting subject, you may lack sufficient time to handle your assignments. Don’t despair; by using our academic writing service, you can be assured of perfect grades. Moreover, your grades will be consistent.
Engineering is quite a demanding subject. Students face a lot of pressure and barely have enough time to do what they love to do. Our academic writing service got you covered! Our engineering specialists follow the paper instructions and ensure timely delivery of the paper.
In the nursing course, you may have difficulties with literature reviews, annotated bibliographies, critical essays, and other assignments. Our nursing assignment writers will offer you professional nursing paper help at low prices.
Truth be told, sociology papers can be quite exhausting. Our academic writing service relieves you of fatigue, pressure, and stress. You can relax and have peace of mind as our academic writers handle your sociology assignment.
We take pride in having some of the best business writers in the industry. Our business writers have a lot of experience in the field. They are reliable, and you can be assured of a high-grade paper. They are able to handle business papers of any subject, length, deadline, and difficulty!
We boast of having some of the most experienced statistics experts in the industry. Our statistics experts have diverse skills, expertise, and knowledge to handle any kind of assignment. They have access to all kinds of software to get your assignment done.
Writing a law essay may prove to be an insurmountable obstacle, especially when you need to know the peculiarities of the legislative framework. Take advantage of our top-notch law specialists and get superb grades and 100% satisfaction.
What discipline/subjects do you deal in?
We have highlighted some of the most popular subjects we handle above. Those are just a tip of the iceberg. We deal in all academic disciplines since our writers are as diverse. They have been drawn from across all disciplines, and orders are assigned to those writers believed to be the best in the field. In a nutshell, there is no task we cannot handle; all you need to do is place your order with us. As long as your instructions are clear, just trust we shall deliver irrespective of the discipline.
Are your writers competent enough to handle my paper?
Our essay writers are graduates with bachelor's, masters, Ph.D., and doctorate degrees in various subjects. The minimum requirement to be an essay writer with our essay writing service is to have a college degree. All our academic writers have a minimum of two years of academic writing. We have a stringent recruitment process to ensure that we get only the most competent essay writers in the industry. We also ensure that the writers are handsomely compensated for their value. The majority of our writers are native English speakers. As such, the fluency of language and grammar is impeccable.
What if I don’t like the paper?
There is a very low likelihood that you won’t like the paper.
- When assigning your order, we match the paper’s discipline with the writer’s field/specialization. Since all our writers are graduates, we match the paper’s subject with the field the writer studied. For instance, if it’s a nursing paper, only a nursing graduate and writer will handle it. Furthermore, all our writers have academic writing experience and top-notch research skills.
- We have a quality assurance that reviews the paper before it gets to you. As such, we ensure that you get a paper that meets the required standard and will most definitely make the grade.
In the event that you don’t like your paper:
- The writer will revise the paper up to your pleasing. You have unlimited revisions. You simply need to highlight what specifically you don’t like about the paper, and the writer will make the amendments. The paper will be revised until you are satisfied. Revisions are free of charge
- We will have a different writer write the paper from scratch.
- Last resort, if the above does not work, we will refund your money.
Will the professor find out I didn’t write the paper myself?
Not at all. All papers are written from scratch. There is no way your tutor or instructor will realize that you did not write the paper yourself. In fact, we recommend using our assignment help services for consistent results.
What if the paper is plagiarized?
We check all papers for plagiarism before we submit them. We use powerful plagiarism checking software such as SafeAssign, LopesWrite, and Turnitin. We also upload the plagiarism report so that you can review it. We understand that plagiarism is academic suicide. We would not take the risk of submitting plagiarized work and jeopardize your academic journey. Furthermore, we do not sell or use prewritten papers, and each paper is written from scratch.
When will I get my paper?
You determine when you get the paper by setting the deadline when placing the order. All papers are delivered within the deadline. We are well aware that we operate in a time-sensitive industry. As such, we have laid out strategies to ensure that the client receives the paper on time and they never miss the deadline. We understand that papers that are submitted late have some points deducted. We do not want you to miss any points due to late submission. We work on beating deadlines by huge margins in order to ensure that you have ample time to review the paper before you submit it.
Will anyone find out that I used your services?
We have a privacy and confidentiality policy that guides our work. We NEVER share any customer information with third parties. Noone will ever know that you used our assignment help services. It’s only between you and us. We are bound by our policies to protect the customer’s identity and information. All your information, such as your names, phone number, email, order information, and so on, are protected. We have robust security systems that ensure that your data is protected. Hacking our systems is close to impossible, and it has never happened.
How our Assignment Help Service Works
1. Place an order
You fill all the paper instructions in the order form. Make sure you include all the helpful materials so that our academic writers can deliver the perfect paper. It will also help to eliminate unnecessary revisions.
2. Pay for the order
Proceed to pay for the paper so that it can be assigned to one of our expert academic writers. The paper subject is matched with the writer’s area of specialization.
3. Track the progress
You communicate with the writer and know about the progress of the paper. The client can ask the writer for drafts of the paper. The client can upload extra material and include additional instructions from the lecturer. Receive a paper.
4. Download the paper
The paper is sent to your email and uploaded to your personal account. You also get a plagiarism report attached to your paper.
PLACE THIS ORDER OR A SIMILAR ORDER WITH US TODAY AND GET A PERFECT SCORE!!!