FUTURE STRATEGIC EMPHASES IN SERVICE VERSUS GOODS BUSINESSES
A. Parasuraman
(Foley's/Federated Professor of Retailing and Marketing Studies at Texas A&M University. He obtained his Bachelor of Technology degree in 1970 and Master of Business Administration degree in 1972 from leading universities in India, as well as a Doctor of Business Administration degree in 1975 from Indiana University.)
P. Varadarajan
(Associate Professor of Marketing at Texas A&M University. He earned his Ph.D. in Business Administration from the University of Massachusetts in Amherst.)
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Abstract
Numerous conceptual and empirical studies in the services marketing literature have focused on the unique characteristics of services and the resulting marketing problems. Building on these works, this article explores differences in the future strategic orientation of goods and service businesses in the context of various functional areas.
Citation
Parasuraman, A. and Varadarajan, P. (1988), "FUTURE STRATEGIC EMPHASES IN SERVICE VERSUS GOODS BUSINESSES", Journal of Services Marketing, Vol. 2 No. 4, pp. 57-66. https://doi.org/10.1108/eb024743
Publisher
:MCB UP Ltd
Copyright © 1988, MCB UP Limited