haku: @author Homburg, C. / yhteensä: 50
viite: 9 / 50
| Tekijä: | Homburg, C. Faflnacht, M. Gunther, C. |
| Otsikko: | Einflussgrossen der Dienstleistungsorientierung von Industrieguterunternehmen. |
| Lehti: | Marketing: Zeitschrift für Forschung und Praxis
2002 : VOL. 24:4, p. 253-264 |
| Asiasana: | MANUFACTURING INDUSTRY COMPETITIVE ADVANTAGE MARKET ORIENTATION SERVICE |
| Kieli: | ger |
| Tiivistelmä: | The authors of the article state that in a highly competitive environment manufacturing companies can gain a competitive advantage by pursuing an orientation toward service. Service orientation is reflected by two important facets of a service strategy: the number of industrial services offered and the marketing intensity concerning industrial services. In an empirical study the authors investigated how different categories of antecedents influence service orientation. Company and product characteristics were found to be the most important categories of antecedents. The paper provides a substantial list of references on this subject. |
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