Strategic management of consumer services

A period of more rigorous strategic management is under way in consumer service businesses. In banking, insurance, lodging, media, retailing, housing, restaurants and education, more growth must come from competitive share shift. This paper b shows the need for a different set of strategies to win in services than have been shaped in the product business context. Specific illustrations show how leading U.S. consumer service companies are building strategic advantage while also improving the value of their business.