個案總覽

The ability to commercialize technology is linked to competitive leadership in a variety of markets, such as copiers, computers, automobiles, and pharmaceuticals. Leaders like Canon, Xerox, and Hewlett-Packard describe their approaches to commercialization in similar terms: they treat commercialization as a system and apply to it the same discipline they use in manufacturing; they make it a priority, state it in terms of measurable goals, build cross-functional skills, and encourage aggressive action.

To gain an edge in service marketing, first one must build a strategy. That strategy must limit itself operationally and in scope or one ends up with service too diffused and ineffective. Customers can be classified in many ways; two obvious ways are the cost and convenience of serving a particular group. Good service meets or exceeds customers' expectations. A service provider can do a lot to position itself so that it can manage these expectations.