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| Author: | Amonini, C. (et al.) |
| Title: | How professional service firms compete in the market: an exploratory study |
| Journal: | Journal of Marketing Management
2010 : FEB, VOL. 26:1-2, p. 28-55 |
| Index terms: | service competitive strategy positioning relationship marketing service quality brands |
| Language: | eng |
| Abstract: | The article examines how professional service firms compete in the market. It draws on strategic marketing literature and adopts a managerial perspective. The competitive positions sought by professional service providers and the specific marketing activities actually undertaken to achieve these positions are investigated. 37 depth interviews with senior management indicate that firms seek to differentiate themselves by developing long-term relationships, providing better service quality and greater value, and developing brands with strong reputations. Typically, organisations seek such interrelated competitive positions simultaneously. |
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