Services extension strategy: a viable basis for growth?
Abstract
Examines how customers react to service extensions, or the use of an established company name to enter new service categories or classes. Reports the findings of an experiment designed to assess the effectiveness of the extensions. Discusses the managerial implications of the results for service extension strategies in the marketplace.
Keywords
Citation
Lee, M. and Ulgado, F.M. (1993), "Services extension strategy: a viable basis for growth?", Journal of Services Marketing, Vol. 7 No. 2, pp. 24-35. https://doi.org/10.1108/08876049310038382
Publisher
:MCB UP Ltd
Copyright © 1993, MCB UP Limited