1 Fostering Strategic Agility
Sharpening strategic sensitivity, building collective commitment and enabling resource fluidity are major guides to strategic agility. They give insight on all that need to be done to ensure that strategies are implemented to yield positive results. Sensitivity of organizations to changes around them is not enough to make them have a competitive advantage of their product/services over others. Other factors of consideration are as well required in order to make their strategies agile and these are listed below.
The heart of the book is to develop strong customer relationships through quality service by integrating customer focus across the firm. Services marketing is different from goods marketing in significant ways and it requires strategies and tactics that traditional marketing do not fully reflect.
There are many techniques and methods discussed in the book by the authors, but we are concentrating this review on Relationship Marketing and Service Blueprint. These form the bedrock of any service marketing, because for services to be well marketed, good relationship with customers is of high importance which requires strategies that will make it happen alongside with the blueprint of the services that will enable customers to have a clearer picture of the firm’s offerings. The authors described the two highlights extensively and are reviewed below.