|•||a structured and periodic external analysis by scanning the environment is of vital importance for a service provider in order to survive;|
|•||the growth in the service sector is fuelled by various marketing-related trends;|
|•||a comprehensive framework of the external analysis consisting of sequentially examining the macro-environment, the environ ment of the service sector and the competition enables managers to make their own judgement of the risks and opportunities for their organizations;|
|•||the insights from these separate analyses can be utilized in the process of strategic planning, marketing planning and in the development of new services;|
|•||major developments, in selected service industries world wide, make rapid changes in the business environment of individual companies.|
BELOW:The many faces of
a strategic alliance
Photograph printed with permission of Wilhelm Schultz © 1997.