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Article Information:
Title:
Services Marketing Strategies for Coping with Demand/Supply Imbalances
Author(s):
Donald J. Shemwell, J. Joseph Cronin
Journal:
Year:
1994
Volume:
Issue:
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