The paper investigates the marketing practices adopted by Knowledge-Intensive Business Services (KIBS) companies. Scholars commonly agree that the main production factor and outcome of these firms consist of knowledge directly delivered under the form of consulting, or embedded in artefacts and services. This special feature of KIBS poses particular challenges to marketing, which are also exacerbated considering that the size of these companies is often smaller compared to manufacturing firms. In light of this, the paper aims at identifying and discussing the main issues of marketing in KIBS, with a special focus on small companies
Marketing in Knowledge-Intensive Business Services: evidence from the ICT sector
BOLISANI, ETTORE;SCARSO, ENRICO
2012
Abstract
The paper investigates the marketing practices adopted by Knowledge-Intensive Business Services (KIBS) companies. Scholars commonly agree that the main production factor and outcome of these firms consist of knowledge directly delivered under the form of consulting, or embedded in artefacts and services. This special feature of KIBS poses particular challenges to marketing, which are also exacerbated considering that the size of these companies is often smaller compared to manufacturing firms. In light of this, the paper aims at identifying and discussing the main issues of marketing in KIBS, with a special focus on small companiesFile in questo prodotto:
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