search query: @indexterm Industrial marketing / total: 439
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| Author: | Hamburg, C. Fassnacht, M. Guenther, C. |
| Title: | The Role of Soft Factors in Implementing a Service- Oriented Strategy in Industrial Marketing Companies |
| Journal: | Journal of Business-to-Business Marketing
2003 : VOL. 10:2, p. 23-48 |
| Index terms: | SERVICE SERVICE MANAGEMENT STRATEGY INDUSTRIAL MARKETING |
| Language: | eng |
| Abstract: | It has been recognized that in today's highly competitive industrial markets, one of the few ways left to gain differentiation from competitors is by offering value- added services. To do so, however, requires a service- the implementation aspects of a service-oriented strategy. In this context, the research focuses on two important "soft factors," corporate culture and human resource management. The authors analyze the mediating role of these two soft factors in the causal chain leading from a service-oriented strategy to organizational performance. The authors find that the soft factors play an important mediating role in the link between a service-oriented strategy and organizational performance. |
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