search query: @author Semadeni, M. / total: 3
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| Author: | Semadeni, M. |
| Title: | Minding your distance: how management consulting firms use service marks to position competitively |
| Journal: | Strategic Management Journal
2006 : FEB, VOL. 27:2, p. 169 187 |
| Index terms: | competition companies management service markets |
| Freeterms: | positioning consulting |
| Language: | eng |
| Abstract: | The article explores the positioning dynamics of services among consulting firms. There are both advantages and disadvantages in positioning near to or far from competitors and various forces are at work here. Competition, legitimacy, uncertainty and spillovers are these forces and they all affect the positioning of a firm. Drawing on a sample of consulting firms mark filings, the effects of similarity, age, size, and future services on service positioning are considered. The results show how positioning is both dyadic and multidimensional. Further, firms tend to maximize the benefits and minimize the weak spots of positioning. |
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