TY  - JOUR
AB  - Reports results from in‐depth interviews with 80 senior managers in
16 US‐based multinational firms and from group discussions with 388
senior‐level executives from 241 firms. The results indicate an attempt
by the majority of firms to move from product dominance towards a
service orientation. Identifies two major strategic hurdles: a
rethinking of the client′s role as co‐producer, including measurements
of client productivity; and the design and management of a new service
development process. The study identifies the client productivity
measurement issue as a major strategic hurdle and the authors suggest
that techniques used internally (such as behaviour modification,
training, and self‐motivation) be turned externally onto the client to
increase productivity. The area of new service development (NSD),
another significant strategic hurdle, is an emerging and relatively
untouched subject. Identifies differences between new service and new
product development.
VL  - 3
IS  - 1
SN  - 0956-4233
DO  - 10.1108/EUM0000000002809
UR  - https://doi.org/10.1108/EUM0000000002809
AU  - Claude R. Martin Jr Claude R. Martin
AU  - Horne David A.
PY  - 1992
Y1  - 1992/01/01
TI  - Restructuring towards a Service Orientation: The Strategic Challenges
T2  - International Journal of Service Industry Management
PB  - MCB UP Ltd
SP  - 25
EP  - 38
Y2  - 2024/04/25
ER  -