Len Berry on Service Competition

A conversation about the key drivers of service business success and why competitive intelligence is not one of them. In the early nineties, I remember reading Professor Berry’s book, Marketing Services: Competing Through Quality, which he co-authored with A. Parasurman. Many models and quotes from that book came in handy when I needed to back up my proposals to management. So I was quite delighted to get the opportunity to speak with Dr. Berry about issues on the minds of practitioners these days. ServicesRevenue: I noticed you don’t talk very much about the role of competition in your most recent book, Discovering the Soul of Service. Yet many service marketers struggle with gathering and using competitive information.