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Durable Differentiation Strategies for Services

Robert J. Fisher (Doctoral candidate in marketing at the University of Colorado at Boulder)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 January 1991

Abstract

States that understanding of the durability of differentiation and positioning as strategies is generally limited, although these areas are of great interest to service marketers. Argues that service marketers must be aware of the need to create and implement durable strategies. Proposes a framework for identifying strategies resistant to competitive imitation, based on the isolating mechanisms idea. Gives examples of differentiation strategies useful for exploiting isolating mechanisms. Concludes that managers analysing the role of both competitive and customer‐based isolating mechanisms will be morelikely to adopt a long‐term, proactive view of service differentiation.

Keywords

Citation

Fisher, R.J. (1991), "Durable Differentiation Strategies for Services", Journal of Services Marketing, Vol. 5 No. 1, pp. 19-28. https://doi.org/10.1108/08876049110035459

Publisher

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MCB UP Ltd

Copyright © 1991, MCB UP Limited