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Article
Publication date: 7 September 2010

Anees Gopalani

Confronted by lower product sales prospects, increased margin pressures and customer demands for free service support, many firms are entering the service business. Yet

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1598

Abstract

Purpose

Confronted by lower product sales prospects, increased margin pressures and customer demands for free service support, many firms are entering the service business. Yet most of these firms will be unable to scale their service operations to develop a viable stand‐alone services capability. In the rare cases where they are successful in establishing a services business it will often fail to deliver the expected profit margins. However, when properly planned and executed, a products to services business transformation generates impressive results. this paper aims to investigate this issue.

Design/methodology/approach

The paper defines how to scale services business. Key challenges and mitigation approaches as well as case studies are provided to effectively execute on services transformation. Various challenges and their effects are examined separately. Several tactics to overcome some of the key challenges identified.

Findings

When managed properly, new services businesses can deliver solid economic value to the top and bottom line. In order to capture this value, managers must look at services through a very different lens, understanding that this is a fundamentally different business model than their existing product business. It is recommended managing the entire services value chain to realize the full benefits of creating independent services revenue stream, increased product pull‐through, and deeper customer relationships.

Originality/value

By considering various obstacles a company faces in scaling services business, the paper provides insight into what strategies may be effective as established companies deal with balancing existing product‐centric business while scaling services business.

Details

Journal of Business Strategy, vol. 31 no. 6
Type: Research Article
ISSN: 0275-6668

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Article
Publication date: 17 August 2010

Elisha Ondieki Makori

The purpose of this paper is to explore the concept of marketing of information products and services in university libraries in Kenya.

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1402

Abstract

Purpose

The purpose of this paper is to explore the concept of marketing of information products and services in university libraries in Kenya.

Design/methodology/approach

The paper utilises literature surveys of currently published articles and the researcher's professional experience.

Findings

Marketing is a basic and essential management process for promoting information products and services in university libraries in Kenya, but it is not given the attention it deserves and/or is poorly coordinated. Marketing avails university libraries the unique opportunity to provide quality, and demand‐based and user‐oriented information products and services.

Research limitations/implications

The paper used mainly literature surveys of currently published articles and the researcher's professional experience.

Practical implications

The paper offers reasons, strategies or initiatives and recommendations on how to make university libraries the destination for the user population. In this respect, university libraries should be proactively involved in marketing of information products and services to the user population.

Social implications

University libraries in Kenya should involve themselves actively in marketing and promotion of information products and services to the information audience. This helps to create awareness among the user population leading to increased use of information products and services in the libraries.

Originality/value

The paper highlights various marketing initiatives of making university libraries in Kenya the destination for the user population. Also, the paper explores recent innovative strategies for marketing information products and services. Marketing helps university libraries to: market and promote information products and services, provide innovative products and services, understand the needs and demands of the information audience or user population, plan service provision, and provide efficient and effective information products and services.

Details

Library Review, vol. 59 no. 7
Type: Research Article
ISSN: 0024-2535

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Article
Publication date: 16 November 2012

Ina Fourie and Liezl Ball

Libraries are subscribing to many expensive information products/services available through information aggregator/provider services. It is a concern for them, as well as…

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1989

Abstract

Purpose

Libraries are subscribing to many expensive information products/services available through information aggregator/provider services. It is a concern for them, as well as these services, to get users (also referred to as consumers) to fully exploit the products/services, and especially new and innovative additions and features. This paper aims to address this issue.

Design/methodology/approach

The paper is written against the background of research from information behaviour as well as a touch from marketing as reported in the library and information science (LIS) literature.

Findings

The paper reveals that to improve the use of information products/services, and especially new products/services and features, libraries, especially academic libraries, as well as information aggregator/provider services, need to address consumers on various levels. In the case of academic libraries, the librarians, faculty members, and students (under‐graduate and post‐graduate) should be included. To appeal to the seriousness and entertainment facets of the lives of consumers, a variety of targeted competitions and prizes can be used.

Originality/value

Although publications have appeared on using innovative methods such as Web 2.0 and collaboration with students to market products/services, the authors are not aware of articles focusing on competitions and prizes specifically addressed at the serious and entertainment facets of the lives of consumers.

Details

Library Hi Tech, vol. 30 no. 4
Type: Research Article
ISSN: 0737-8831

Keywords

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Article
Publication date: 1 January 1975

R.G. Wyckham, P.T. Fitzroy and G.D. Mandry

Examines the little attention given to services in the marketing literature, concluding that products versus services as a taxonomy, is difficult to sustain and likely to…

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1401

Abstract

Examines the little attention given to services in the marketing literature, concluding that products versus services as a taxonomy, is difficult to sustain and likely to be dysfunctional. Argues the need to develop multi‐dimensional taxonomies that include market characteristics, relating results to the firm's marketing strategy. Proposes to stir discussion of the applicability of this separation of products and services, with particular reference to the characteristics used to make this distinction. Contends that, in terms of marketing, services are not differing too much from products, and develops this contention. Concludes that the literature relating to the distinction between products and services is found wanting and more work needs to be done.

Details

European Journal of Marketing, vol. 9 no. 1
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 1 March 1992

George M. Zinkhan, Madeline Johnson and F. Christian Zinkhan

Reports on content‐analysis research of television commercials forproducts, services and retail outlets attempting to discover whether theobjectives or strategies used…

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1106

Abstract

Reports on content‐analysis research of television commercials for products, services and retail outlets attempting to discover whether the objectives or strategies used differ. Uses three frameworks for evaluation of the product and service advertisements. Finds that services, product and retail marketers are using different advertising strategies. Notes that many of the differences seem to be concerned with the heterogeneity, simultaneity and intangibility of services and discusses implications for managers of these findings.

Details

Journal of Services Marketing, vol. 6 no. 3
Type: Research Article
ISSN: 0887-6045

Keywords

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Article
Publication date: 1 January 1993

Avery M. Abernethy and Daniel D. Butler

Employs content analysis of advertisements for both products andservices in 13 major newspapers. Seeks to understand how advertisinginformation on service providers is…

Abstract

Employs content analysis of advertisements for both products and services in 13 major newspapers. Seeks to understand how advertising information on service providers is integrated into service advertising strategy. Suggests that service advertising is far more likely than product advertising to contain information about contact people. Offers ways of improving the advertising strategy of service marketers.

Details

Journal of Services Marketing, vol. 7 no. 1
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 6 September 2021

Tijjani Muhammad and Besar Bin Ngah

This study developed a model for the mediation role of satisfaction on Jaiz bank products and services as an alternative way of improving customer’s subjective experiences…

Abstract

Purpose

This study developed a model for the mediation role of satisfaction on Jaiz bank products and services as an alternative way of improving customer’s subjective experiences of banking in Nigeria.

Design/methodology/approach

This paper adopted structural equation modelling’s confirmatory factory analysis with three-factor theory. Composite reliability, average variance extracted and discriminant validity were used to test the validity and reliability of data collected from a sample of 345 participants comprising senior, middle and lower-income earners. Also, descriptive statistics and independent analysis of variance were used for the analyses.

Findings

This paper provides insights into how Jaiz bank products and services will significantly improved the social lifestyle of Nigeria. Findings also indicates how context-specific Islamic bank products and services are embedded in the social ordering of communities in Nigeria and thus facilitate a more satisfactory and productive experience of customers.

Practical implications

Findings from the study provide insight and inform managers in making an informed decision on the products and services offered to a section of the popular, where strategic and analytical insights could strengthen different segments of the banking system in Nigeria. This study emphasises the significance of Islamic banking within the specific context of Nigeria, and also has an obvious theory and management implications.

Originality/value

It is hard to find a research paper discussing the mediation role of customer’s satisfaction on Jaiz bank products and services in improving the social lifestyle of Nigerians. This study provides a model that can be adopted in analysing products and services of Islamic banks based on customer’s satisfaction.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

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Abstract

Details

Servitization Strategy and Managerial Control
Type: Book
ISBN: 978-1-78714-845-1

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Abstract

Details

Servitization Strategy and Managerial Control
Type: Book
ISBN: 978-1-78714-845-1

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Book part
Publication date: 21 May 2010

Tim Kessler and Michael Stephan

As an answer for the limited growth potentials of diversification and internationalization, services became increasingly important for industrial firms in recent years…

Abstract

As an answer for the limited growth potentials of diversification and internationalization, services became increasingly important for industrial firms in recent years. Based on existing and established business concepts, companies explore new segments in their traditional value chains beyond traditional market penetration strategies: they pursue service transition strategies to open up new sources for growth, even in markets that do not promise great expansion potential. Our paper addresses the issue of economies of scope of service transition. In this context, we first explore the question, to what extent the insights about product diversification strategies from physical goods sectors can be transferred to the service sector. Using competence-based considerations on diversification we focus on dynamic economies of scope, whose central idea is exploration and development of new resources rather than the static exploitation of existing ones. Furthermore, we integrate the largely neglected issue of how the phenomenon of service diversification depends on the industry's life cycle stage. In a small empirical study of the German mechanical engineering industry we demonstrate that diversification steps into services require a shift in the resource and competence base of firms. Using a dynamic perspective, we construct a conceptual framework for analyzing and explaining the advantages of service transition strategies. The developed model describes a service diversification trajectory and points out that the establishment of a profitable service business requires the exploration and development of competences and adequate organizational structures.

Details

Enhancing Competences for Competitive Advantage
Type: Book
ISBN: 978-1-84855-877-9

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