Durable Differentiation Strategies for Services

Journal of Services Marketing, Vol. 5 Iss: 1, pp.19-28

University of Alberta School of Business Research Paper No. 2013-387

Posted: 26 Aug 2014

See all articles by Robert Fisher

Robert Fisher

University of Alberta - Department of Marketing, Business Economics & Law

Date Written: 1990

Abstract

States that understanding of the durability of differentiation and positioning as strategies is generally limited, although these areas are of great interest to service marketers. Argues that service marketers must be aware of the need to create and implement durable strategies. Proposes a framework for identifying strategies resistant to competitive imitation, based on the isolating mechanisms idea. Gives examples of differentiation strategies useful for exploiting isolating mechanisms. Concludes that managers analysing the role of both competitive and customer-based isolating mechanisms will be more likely to adopt a long-term, proactive view of service differentiation.

Keywords: Competitive strategy, Pricing strategy, Product differentiation, Product positioning, Services marketing

Suggested Citation

Fisher, Robert, Durable Differentiation Strategies for Services (1990). Journal of Services Marketing, Vol. 5 Iss: 1, pp.19-28; University of Alberta School of Business Research Paper No. 2013-387. Available at SSRN: https://ssrn.com/abstract=2275283

Robert Fisher (Contact Author)

University of Alberta - Department of Marketing, Business Economics & Law ( email )

Edmonton, Alberta T6G 2R6
Canada

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