Das SMAB Podcast-Format macht Erkenntnisse aus Wissenschaft und Forschung hörbar. Managerinnen und Manager sowie Studierende können sich so leicht in komplexe Themen einarbeiten.

SMAB Podcast #01 | Typology of Services

Woratschek criticises the common focus on the immateriality of services in management and instead proposes a typology based on information economics that uses market uncertainty as a central criterion. This uncertainty, based on asymmetric information, results not only from the intangibility but also from the complexity of services and products. The typology differentiates services on the risk level according to behavioral uncertainty, on the process level according to integrativity and on the result level according to individualisation.

The paper argues for a property-oriented view of services in order to better understand the economic consequences and optimise marketing strategies. The terms ‘search, experience and trust goods’ are discussed and expanded in the context of service analysis.