Service Positioning through Structural Change
指出营销学对如何通过设计服务流程来实现定位缺乏指导，提出在服务系统中利用结构性流程设计来更科学地构建服务。
The basis of any service positioning strategy is the service itself, but marketing offers little guidance on how to craft service processes for positioning purposes. A new approach suggests that within service systems, structural process design can be used to “engineer” services on a more scientific, rational basis.