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The Four Ps of strategy

Communicating warranty | Combined effect of utility and warranty | Resources and capabilities | The business unit | The service unit | Type I (internal service provider) | Type II (shared services unit) | Type III (external service provider) | From value chains to value networks | Service systems |


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The lifecycle has, at its core, service strategy. The entry points to service strategy are referred to as ‘the Four Ps’ following Mintzberg20 (Figure 3.25). They identify the different forms a service strategy may take.

Figure 3.25 Perspectives, positions, plans and patterns21

Figure 3.26 Strategic approach taken by a Type II provider for an international law firm

Requirement s and conditions are dynamic. A service provider may begin with any one form and evolve to another. For example, a service provider might begin with a perspective: a vision and direction for the organization. The service provider might then decide to adopt a position articulated through policies, capabilities and resource s. This position may be achieved through the execution of a carefully crafted plan. Once achieved, the service provider may maintain its position through a series of well-understood decisions and action over time: a pattern.

The use of all the Four Ps, rather than one over the other, allows for emergent as well as intended service strategies. Best-practice service strategies mix these in some way: maintain control while fostering learning; see the big picture while deciding on details.


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