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| Author: | Turner, C. |
| Title: | Combating commoditisation in service provision: evidence from the UK telecommunications market |
| Journal: | Journal of Strategic Marketing
2009 : DEC, VOL 17:6, p. 439-451 |
| Index terms: | telecommunication markets commodities service United Kingdom |
| Language: | eng |
| Abstract: | This paper explores the strategic responses to the process of commoditisation in service provision. A framework is proposed for analyzing the potential options available to businesses facing such conditions. The framework assesses the move towards the provision of solutions where the firm aims to generate a differential btw. the generic (commodity) and the offered product through higher degrees of customer intimacy. A multiple case analysis of the U.K. alternative telecommunications network operators is used to examine this proposition. There is found evidence of a shift towards offering solutions. However, it is clear that the full effects of commoditization have yet to work their way fully through the industry. |
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