ANALIZA COMPARATIVĂ A STRATEGIEI DE STANDARDIZARE VS. ADAPTARE ÎN SECTORUL SERVICIILOR
Comparative analysis of standards strategy vs. adaptation in services area

Summary/Abstract: A marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be centered on the key concept that customer satisfaction is the main goal. Companies that standardize can have a substantial influence on the services market because they are significantly involved in its structuring. Through participation in standardization committees, these companies develop an enormous knowledge advantage and a large head start in further service development. They become familiar with the standardization activities of their competitors, and they become familiar with the political sector that sponsors standardizations. This knowledge permits them to greatly reduce incompatible R&D expenditures and begin developing standard compatible services before they are officially specified by legislation. Services adaptation is necessary because their functioning depends on the context in which they are used. The context is made up of external components that can influence the service, such as: the customer, the geographical environment and others. The context evolves during service execution and that is why the service has to adapt dynamically to the context evolution.

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