Abstract
The integration of marketing and strategy advocated by contemporary marketing thought permeates the underlying objectives of this article. These objectives include the identification of strategic groups on the basis of marketing relationships in a professional service context and the making of inferences with respect to achieving a competitive advantage as expounded by the resource-based view. The article reviews the concepts under scrutiny prior to applying qualitative and quantitative techniques to identify the existence of four strategic groups in the context of professional ship management firms. Practice and research implications for marketing and competitive advantage of professional service firms are thereby discussed.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
