Purpose – Knowledge‐based services range from accounting, engineering, and management consulting to educational services. This paper seeks to explore the nature of management education services and to discuss how business schools can employ cross‐cultural product‐market strategies to...

Positioning analysis is based traditionally on customer perceptions. However, when a service depends on referrals to attract customers, positioning analysis should recognize the perceptions of the key buying influences who make referrals. Specialized or “tertiary care” hospitals depend on...