Service value networks and the strategic marketspace matrix

The services area of the economy encapsulates sectors include: health and medicine, education, transportation, information, financial, securities, commodities, leasing, scientific, professional, management, arts, entertainment, recreation, non profit, and the like. Today services account for over 82% of the jobs in the US, and over 72% of Australian employment (ABS, 2006). Services have been investigated from several approaches, but service value networks offer a complete and detailed approach to the delivery of services (Hamilton, 2004; 2007). In delivering services the modem business employs a host of marketing approaches and tools, but the service value networks approach allows marketing approaches to be measured via application pathways. This approach delivers new skills to services sector marketer. This paper discusses using a parallel approach to developing highly competitive market solutions for leading edge global businesses. It integrates the notion of (1) service value networks, (2) services life cycles,(3) on-line and off-line marketing tools, and (4) marketing business-customer path analysis to deliver new approaches that leverage economies of scale. By engaging SVNs (a theory and concept developed by the author between 2002 and 2007) it is possible to capture the vertical and horizontal aggregate business silos or cells; the business bi-directional service supply chains, the peripheral service networks, and the immediate and external global environment into one front-end business-to-customer encounter and use this structure to delivering customer specific solutions (Sampson, 2000; France et al, 2002; Hamilton 2006). This theoretically developed and empirically validated field of 'research allows the leading edge business to develop a new marketing approach, one with far greater understanding than is currently available. The Strategic Marketspace approach outlined in this paper redefines, and greatly expands the simple marketspace matrix (Mohammed, 2004) and moves it into into a new SVN responsive mode.

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7th Annual Hawaii International Conference on Business

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1539-722X

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