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Services Marketing Strategies for Coping with Demand/Supply Imbalances

Article Information:

Title:

Services Marketing Strategies for Coping with Demand/Supply Imbalances

Author(s):

Donald J. Shemwell, J. Joseph Cronin

Journal:

Journal of Services Marketing

Year:

1994

Volume:

8

Issue:

4

Page:

14 - 24


ISSN:

0887-6045


DOI:

10.1108/08876049410070691

Publisher:

MCB UP Ltd

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Abstract:

Because services cannot be stored, temporary imbalances between supply and demand present a difficult challenge for managers of service firms. Though marketing and management strategies for dealing with foreseen disequilibrium situations are discussed, focuses primarily on stratagems for dealing with situations where demand or supply fluctuations are not foreseen. Discusses two categories of strategies: foresee the unforeseen by improving market intelligence; and lessen the intensity of the negative consequences of supply/demand disequilibriums by increasing flexibility and sharing risks.

Keywords:

Flexibility, Market intelligence, Marketing strategy, Risk, Service industries, Supply and demand


Article Type:

Research paper


Article URL:

http://www.emeraldinsight.com/10.1108/08876049410070691

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