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Chapter 5. Developing a Market Focus: Se... > Mixed Goods and Service Organization...

Mixed Goods and Service Organizations

A step away from the competitive dynamics of manufacturing is the arena of mixed goods and service, manufacture and provision.

Enterprises such as hotels, airlines, consumer electronics, and supermarkets that focus on a combination of goods and services are also considering their position relative to the Internet marketspace. In this sector the product is composed of a physical component, such as a hotel room or an item on the supermarket shelf, and a service component that ties the organization to the customer. To address these two components organizations have to internally structure themselves to create mass customization products in a reduced cycle time pattern, but also have to build their service relationship with the customer such that it can be leveraged to pull more customers through the sales channel or build customer loyalty.


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