Milind Lele is the Managing Director of SLC Consultants, Inc., a strategy-consulting firm based in Chicago, Illinois. Currently, Dr. Lele is Executive Education Instructor with the University of Chicago Booth School of Business. He was previously associated with this university as a Senior Lecturer and Adjunct Professor of Marketing and Strategy. Dr. Lele was also previously a Visiting Associate Professor of Marketing at Kellogg School of Management at Northwestern University.
Chapter 9: How Service Needs Influence Product Strategy
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How Service Needs Influence Product Strategy focuses on the service needs of the marketing mix, examining the implications of the changes in service needs and technologies for product strategy. A framework for categorizing products is proposed, which identifies four categories of product design strategies. Furthermore, the impact of changes in service support technology and customer expectations is thoroughly discussed.