Services Marketing


As the forces coincide and evolve, those involved realize that there is something different about marketing services and managing services. When a firm’s core offering is a deed performed by an employee, how can the firm ensure consistent product quality to the marketplace? As services businesses begin to turn to marketing and decide to hire marketing people, they naturally recruit from the best marketers in the world. People who move from marketing in packaged goods industries to marketing in healthcare, banking and other service industries find their skills and experiences are not directly transferable. They face issues and dilemmas in marketing services that their experiences in packaged goods and manufacturing has not prepared them for. These people realize the need for new concepts and approaches for marketing and managing service businesses.

Service marketers respond to these forces and begin to work across disciplines and with academics and business practitioners from around the world to develop and document marketing practices for service industries. As the field evolved, it expanded to address the concerns and needs of any business where service is an integral part of the offering. Frameworks, concepts, and strategies developed to address the fact that services marketing is different. As the field continues to evolve into the 21st century, new trends are developing that will shape the field and continue the need for services marketing concepts and tools.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Ethics and Leadership


There are several different types of leaders:

  1. Universal Leaders: Those who believe that ethics has no business in the workplace. Their decisions are not guided by ethical principles. They tend to operate out of personal and pragmatic motives with less concern for the altruistic or idealistic implications of their decisions. This does not mean that every decision is unethical, merely that the ethics of the decision is not considered when it is made.
  2. Ethical Leaders: Those who are personally ethical in word, thought, and deed and conduct their decision making openly so that they are perceived as ethical even from a distance. Not only do these leaders consider the ethical consequences of their decisions, in addition to the individualistic and pragmatic, but also it is obvious to the observer that this is the case. They make a point of ensuring that the ethical aspects of their decision-making process are as valuable and transparent as they are pragmatic. Additionally, ethical leaders are attentive to culture and symbol aspects of how they act out the “moral manager’s” role. They understand that their actions and decisions communicate symbolically as well as literally.
  3. Ethically Neutral Successful Leaders: Those who are personally ethical in word, thought, and deed, but are not open about it. These leaders may not be perceived as ethical from a distance. They are often viewed as not paying adequate attention to the ethical component of their decisions, not because the outcome is unethical, but rather because their decision-making process is not readily apparent.
  4. Hypocritical Leaders: Those who deliberately choose to act unethically.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Thinking Flexibility


You have to sell the flexibility of the structure to the people who work for you, and the only way to do this is by deeds rather than words. Your employees have to see the tangible proof not only that the structure is flexible but that the flexibility works to their advantage and their self-interest.

People within the structure should also feel flexibility. They should know that they are going to try out good ideas, no matter who thought of them, no matter how directly or indirectly these ideas applied to their division or their specific areas of responsibilities. They also need to know that if someone came up with a good workable idea was not simply going to be handed over to someone else. Whoever conceived it it would be involved in its execution.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Lectures, Line of Sight

Why we fail?


The results we intended occur, and we label the result a success. Failure, on the other hand, denotes an undesired outcome. The results we were looking for didn’t come through. To replace failure with success, we need to understand the way that different actions yield different results. In a sense, it’s simple as discarding actions and underlying thought patterns that lead to undesired results and replacing them with deeds and thoughts that lead to the right outcome. Of course, in practice, it’s much easier to say than to do.

Actions result from patterns of thought, and these patterns often form in order to justify the actions that are expected of us. In other words, it’s a cycle. The need for certain action dictates the development of a way of thinking, and that way of thinking leads to the desired actions. Now, if the results of those actions become undesirable, then it follows that you need to change the thought patterns.

Do people really tailor their thinking to accommodate their actions? In some ways this process can be very detrimental; for example, when we alter our beliefs so we can get away with doing things we were brought up to believe are wrong. Yes, our beliefs are fashioned by society, by our environment and culture, but anyone who denies that an individual can radically change his or her way of thinking is seriously underestimating the power we can exercise over our minds.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please contact www.asifjmir.com, Line of Sight