6533b82ffe1ef96bd12964be

RESEARCH PRODUCT

Gaining Competitive Advantage through Standardization and Differentiation of Services

Andreas HerrmannChristine BraunsteinFrank Huber

subject

Service (business)Knowledge managementStandardizationbusiness.industryCultural group selectionSemioticsBusinessRepertory gridMarketingCompetitive advantageConjoint analysis

description

The goal of the paper is to study the question of whether or not differences between cultural groups influence the decision of a consumer wishing to avail himself of a particular service. Therefore we have developed a semiotic extension of the means-end approach as the theoretical basis for elaborating a solution to this problem. The conjoint analysis specifies the results of the meansend analysis.

yearjournalcountryeditionlanguage
2015-01-01
https://doi.org/10.1007/978-3-319-13084-2_66