By Suzanne Lowe
While most professional service firms embrace a marketing strategy that includes differentiation, many do so unsuccessfully. They embark on initiatives that they expect will help them reach their goals, but the reality is that many of their efforts fall short.
The more operationally "deep" a company's differentiation strategies are (for example, those requiring the implementation and alignment of human resources, financial, change management, technology or training and development processes), the more successful they were.
The lists below show the approaches that work, and those that are not so successful...
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