Future strategic emphases in service versus goods businesses

A. Parasuraman, P. Varadarajan

Research output: Contribution to journalReview articlepeer-review

21 Scopus citations


Numerous conceptual and empirical studies in the services marketing literature have focused on the unique characteristics of services and the resulting marketing problems. Building on these works, this article explores differences in the future strategic orientation of goods and service businesses in the context of various functional areas.

Original languageEnglish (US)
Pages (from-to)57-66
Number of pages10
JournalJournal of Services Marketing
Issue number4
StatePublished - Apr 1988
Externally publishedYes

ASJC Scopus subject areas

  • Marketing


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