Minding your distance: How management consulting firms use service marks to position competitively

Research output: Contribution to journalArticle

29 Scopus citations

Abstract

This research examines the dyadic dynamics of positioning (i.e., determining where to locate relative to rivals) of services by consulting firms. Positioning near to or far from competitors offers both advantages and disadvantages in terms of competition, legitimacy, uncertainty, and spillovers, with recent research suggesting that firms seek balance between these various forces. Using a sample of service mark filings by consulting firms, I examine the effects of similarity, age, size, and prospective services on service positioning. Results indicate that positioning is both dyadic and multidimensional in nature, with firms maximizing the advantages of positioning either near or far, while minimizing the disadvantages.

Original languageEnglish (US)
Pages (from-to)169-187
Number of pages19
JournalStrategic Management Journal
Volume27
Issue number2
DOIs
StatePublished - Feb 1 2006
Externally publishedYes

Keywords

  • Competitive positioning
  • Man-agement consulting firms
  • Service marks

ASJC Scopus subject areas

  • Business and International Management
  • Strategy and Management

Fingerprint Dive into the research topics of 'Minding your distance: How management consulting firms use service marks to position competitively'. Together they form a unique fingerprint.

  • Cite this