Theoretical contributions from operations management and economic theories for strategic positioning of services: an integrating proposal

Abstract

The goal of this article is to join the theoretical contributions of operations managementand economical theory for the analysis of services' strategic positioning. In the beginning it presents theexplanation about three services taxonomies with similar conceptual formation; these taxonomies arecentered in the process perspective and the goal is to develop their contributions for the service strategicanalysis. On one hand, it shows the operations vision in relationship to the client contact, the processstandardization and the production capacity. On the other hand, it shows the economic vision and ittakes into consideration three perspectives: i) the main process involved, if concentrated on people,physical goods, or information; ii) the relationship with the client and the grade of standardization andprofessional capacity; iii) the degree of capital intensity and scale. As a result, it proposes an integrationmatrix based on three variables: capital intensity, scale and client's contact.DOI: 10.12660/joscmv6n1p55-73URL: http://dx.doi.org/10.12660/joscmv6n1p55-73