Minding your distance: How management consulting firms use service marks to position competitively

• 成果类型: Article
• 署名作者: Semadeni, M
• 署名单位: University of South Carolina System; University of South Carolina Columbia
• 刊物名称: STRATEGIC MANAGEMENT JOURNAL
• ISSN/ISSBN: 0143-2095
• DOI: 10.1002/smj.510
• 发表日期: 2006
• 页码: 169-187
• 关键词: competitive positioning; service marks; management consulting firms

摘要

This research examines the dyadic dynamics of positioning (i.e., determining where to locate relative to rivals) of services by consulting firms. Positioning near to or far from competitors offers both advantages and disadvantages in terms of competition, legitimacy uncertainty, and spillovers, with recent research suggesting that firms seek balance between these various forces. Using a sample of service mark filings by consulting firms, I examine the effects of similarity, age, size, and prospective services on. service positioning. Results indicate that positioning is both dyadic and multidimensional in nature, with firms maximizing the advantages of positioning either near or far, while minimizing the disadvantages. Copyright (c) 2006 John Wiley & Sons, Ltd.