Strategic Types of Services and International Marketing
International Journal of Service Industry Management
ISSN: 0956-4233
Article publication date: 1 May 1994
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
:MCB UP Ltd
Copyright © 1994, MCB UP Limited