Strategic Types of Services and International Marketing

Liisa Välikangas · Uolevi Lehtinen

52 citations0/0 files storedInternational Journal of Service Industry Management

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Service and Product Innovation Marketing and Advertising Strategies Customer Service Quality and Loyalty

Abstract

Introduces a strategic typology of services (generic, specialized and customized services). Discusses their implications for international marketing strategies. Presented as tools for strategic thinking, the strategic types of services are developed in the process of differentiating a service from its competitors and focusing it on the particular market segment(s). The typology is not mutually exclusive but can be used to combine elements in order to achieve a differential advantage in service competition. Discusses the core competences of a service firm and the choices in international marketing strategies in the case of each type of service.

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References

1985A Conceptual Model of Service Quality and Its Implications for Future Research 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1984A Service Quality Model and its Marketing Implications 1988Assessing Advantage: A Framework for Diagnosing Competitive Superiority 1957The Theory of Monopolistic Competition 1956Product Differentiation and Market Segmentation as Alternative Marketing Strategies 1989A Gap Analysis of Professional Service Quality 1983Emerging perspectives on services marketing

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