Manufacturer Service-Oriented Strategy: A New Source of Competitive Advantage in Homogenous Industrial Markets

Abstract

This chapter develops a new hybrid manufacturing service-based marketing strategy for manufacturers evolving in a homogenous market. First, by using the Porter's value chain model, it will outline how manufacturers develop their competitive advantages in a normal context and then run the same theoretical analysis in the context of a homogenous market where it is difficult for manufacturers to create a difference. In addition, a qualitative research in the form of semi-conducted interviews with factory executives will confirm the homogeneity of strategies among competitors and outline the importance of developing new strategic directions. The conclusion will show that in order to create competitive advantages without using too many resources, marketing, service management, and technology could work together and lead manufacturers to adopt a more service-based marketing management orientation.