Management, Marketing, Innovation and Internationalisation
Research Handbooks in Business and Management series
Edited by John R. Bryson and Peter W. Daniels
All capitalist economies are service economies and all manufacturing-dominated Economies have been simultaneously service economies (Bryson et al., 2004). It is difficult to design, manufacture and sell a product without providing service functions. There are many different types of services, from those that directly support the production of goods and other services – the producer or business and professional services – to personal services including tourism, health care and education. A walk through a supermarket highlights the role that marketing, advertising and packaging design services play in our society. Simple products incorporate quantities of visible and often invisible service expertise; the former is seen in advertising campaigns and the latter is found in logistics services that ensure that raw materials and completed manufactured goods are transported and distributed efficiently. Much of the service expertise hidden within products arises from the constant search for product differentiation.