Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/35034
Title: Identification of strategic groups using relationship marketing criteria : a cluster analytic approach in professional services
Authors: Panayides, PM
Issue Date: 2002
Publisher: Taylor & Francis
Source: The service industries journal, 2002, v. 22, no. 2, p. 149-166 How to cite?
Journal: The service industries journal
Abstract: The integration of marketing and strategy advocated by contemporary marketing thought permeates the underlying objectives of this article. These objectives include the identification of strategic groups on the basis of marketing relationships in a professional service context and the making of inferences with respect to achieving a competitive advantage as expounded by the resource-based view. The article reviews the concepts under scrutiny prior to applying qualitative and quantitative techniques to identify the existence of four strategic groups in the context of professional ship management firms. Practice and research implications for marketing and competitive advantage of professional service firms are thereby discussed.
URI: http://hdl.handle.net/10397/35034
ISSN: 0264-2069 (print)
1743-9507 (online)
DOI: 10.1080/714005071
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