Abstract
This paper reports on the results of a major survey of the U.S. computer services industry which is one of the largest and most important service industry in the nation. The key forces, both economic and technical, which affect the industry are identified. Major marketing opportunities and specific niches are still available as the industry is fragmented. Four major segments exist; data processing; software; professional consultancy; and turnkey systems. While end users’ needs are quite diverse, competitive strategies for creating new customers and forging loyalty bonds with existing ones can be implemented. Extent of interaction with clients, degree of customization, and pricing methods are key variables.
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