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Strategic Types of Services and International Marketing

Liisa Valikangas (Keio University, Japan)
Uolevi Lehtinen (University of Tampere, Finland)

International Journal of Service Industry Management

ISSN: 0956-4233

Article publication date: 1 May 1994

6006

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.

Keywords

Citation

Valikangas, L. and Lehtinen, U. (1994), "Strategic Types of Services and International Marketing", International Journal of Service Industry Management, Vol. 5 No. 2, pp. 72-84. https://doi.org/10.1108/09564239410057690

Publisher

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MCB UP Ltd

Copyright © 1994, MCB UP Limited

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