A Typology of Service Firms in International Markets: An Empirical Investigation

To date, service industries have been generally dominated by an operations orientation that treats each industry as a different market segment. This mindset often manifests itself in managerial attitudes that assume, for example, that the marketing of legal services has nothing in common with engineering services, health care, or management consulting. If, however, it can be shown that these services do share particular market-relevant characteristics, then a useful cross-fertilization of managerial and strategic insights may be achieved.