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Excessive Growth in the Service Firm a Strategic Marketing Planning Challenge

Excessive Growth in the Service Firm a Strategic Marketing Planning Challenge Examines the issue of excessive growth in the service firm, usingthe case example of People Express, a US domestic airline. Addresses thequestion of how service firms can grow and yet maintain financialstability. Focuses on sustainable growth a marketing planning method fordetermining the financial feasibility and desirability of a companysproduct and market growth strategies. Concludes that an excessive growthfirm must carefully examine its choices to be able to align its marketopportunities with its financial resources, otherwise it faces disaster http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

Excessive Growth in the Service Firm a Strategic Marketing Planning Challenge

Journal of Services Marketing , Volume 6 (2): 10 – Feb 1, 1992

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0887-6045
DOI
10.1108/08876049210035791
Publisher site
See Article on Publisher Site

Abstract

Examines the issue of excessive growth in the service firm, usingthe case example of People Express, a US domestic airline. Addresses thequestion of how service firms can grow and yet maintain financialstability. Focuses on sustainable growth a marketing planning method fordetermining the financial feasibility and desirability of a companysproduct and market growth strategies. Concludes that an excessive growthfirm must carefully examine its choices to be able to align its marketopportunities with its financial resources, otherwise it faces disaster

Journal

Journal of Services MarketingEmerald Publishing

Published: Feb 1, 1992

References