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Positioning Services for Competitive Advantage: the Case of Duds ‘n Suds

John W. Schouten (Assistant professor of marketing at Iowa State University. He teaches consumer behavior and is currently completing a Ph.D. in business administration from the University of Utah.)
James H. McAlexander (Assistant professor of marketing at Iowa State University. He teaches strategic market‐ing management. His research has appeared in the Journal of Public Policy and Marketing, Journal of Professional Services Marketing, and various conference proceedings.)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 February 1989

623

Abstract

Examines the concept of differentiating product offerings, including consumer services, and positioning them in relation to customer needs and perceptions. Approaches the subject of service positioning via an interesting case study. Concludes with recommended guidelines for the positioning of consumer services, but notes that a case study, whilst a source of interesting insights, is limited since itsobservations may not necessarily be true for other service businesses.

Keywords

Citation

Schouten, J.W. and McAlexander, J.H. (1989), "Positioning Services for Competitive Advantage: the Case of Duds ‘n Suds", Journal of Services Marketing, Vol. 3 No. 2, pp. 69-75. https://doi.org/10.1108/EUM0000000002487

Publisher

:

MCB UP Ltd

Copyright © 1989, MCB UP Limited

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