24205 Lecture 6: Lecture 6 - Managing B2B Services
Document Summary
Managing b2b services: ways of classifying business services. Usually third party e. g. china blue star cleaning (advises companies on how to treat dangerous chemicals) Marketing services = pure (market research, advertising agencies) Information services = supply chain/inventory management, data. Financial services = credit evaluation, banking/insurance (ge) Stages of servicisation: processing capability to manufacture of produce goods, offering services that complement product portfolio, marketing different product/service combinations, business services differ from products - key characteristics. Intangibility (need to provide tangible evidence for cues for customer) Perishability (manage demand via promotion/price and manage. Heterogeneity (interaction of many individuals potential for high variance in performance external services must ensure consistency) supply e. g. part time employees) Services = companies depend on (cid:494)external(cid:495) technologies as we live in a collaborative network (support call centres, pure accounting) Products = no intrinsic value, only value is as a problem solution. Seen as part of an offering: service management issues in organisational markets.
