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Rapid technological advancements, growing competition and increased customer expectations have made a marketer’s job tougher than ever before. Most modern business theorists see a continuum with pure service on one terminal point and pure commodity good on the other terminal point. 2 Most products fall between these two extremes. For example, a restaurant provides a physical good (the food ), but also provides services in the form of ambience, the setting and clearing of the table, etc. And although some utilities actually deliver physical goods — like water utilities which actually deliver water — utilities are usually treated as services.
For more than two decades, organisations around the world have been using shared services and outsourcing to improve service delivery and reduce costs within defined parts of their businesses. In the cycling rental business example we’ve been using, products and services could be a relatively simple section to complete or … Read More
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