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.

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