Theoretical contributions from operations management and economic theories for strategic positioning of services: an integrating proposal
DOI:
https://doi.org/10.12660/joscmv6n1p55-73Keywords:
services, capital intensity, client relationship, scale, processes, strategic positioning.Abstract
The goal of this article is to join the theoretical contributions of operations management
and economical theory for the analysis of services' strategic positioning. In the beginning it presents the
explanation about three services taxonomies with similar conceptual formation; these taxonomies are
centered in the process perspective and the goal is to develop their contributions for the service strategic
analysis. On one hand, it shows the operations vision in relationship to the client contact, the process
standardization and the production capacity. On the other hand, it shows the economic vision and it
takes into consideration three perspectives: i) the main process involved, if concentrated on people,
physical goods, or information; ii) the relationship with the client and the grade of standardization and
professional capacity; iii) the degree of capital intensity and scale. As a result, it proposes an integration
matrix based on three variables: capital intensity, scale and client's contact.
DOI: 10.12660/joscmv6n1p55-73
URL: http://dx.doi.org/10.12660/joscmv6n1p55-73
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