Strategic Types of Services and International Marketing
Strategic Types of Services and International Marketing
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战略服务类型和国际营销
DOI：
10.1108/09564239410057690
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发表时间：
1994
期刊：
影响因子：
--
通讯作者：
U. Lehtinen
中科院分区：
文献类型：
--
作者：
L. Välikangas;U. Lehtinen
介绍了服务的战略类型(通用服务、专用服务和定制服务)。讨论它们对国际营销战略的影响。作为战略思考的工具，战略服务类型是在将服务与竞争对手区分开来并专注于特定细分市场的过程中开发的(S)。这种类型学并不是相互排斥的，而是可以用来组合要素，以在服务竞争中获得差异化优势。讨论了服务企业的核心能力以及在每种服务类型下的国际营销策略的选择。
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.