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Excessive Growth in the Service Firm: a Strategic Marketing Planning Challenge

Edward J. Mayo (Professor of Marketing in the Haworth College of Business Administration at Western Michigan University. He earned his Ph.D. at Pennsylvania State University.)

Lance P. Jarvis (Associate Professor of Marketing in the College of Business Administration at the University of Central Florida. He earned his Ph.D. at Pennsylvania State University.)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 February 1992

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Abstract

Examines the issue of excessive growth in the service firm, using the case example of People Express, a US domestic airline. Addresses the question of how service firms can grow and yet maintain financial stability. Focuses on sustainable growth a marketing planning method for determining the financial feasibility and desirability of a company′s product and market growth strategies. Concludes that an excessive growth firm must carefully examine its choices to be able to align its market opportunities with its financial resources, otherwise it faces disaster

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Mayo, E.J. and Jarvis, L.P. (1992), "Excessive Growth in the Service Firm: a Strategic Marketing Planning Challenge", Journal of Services Marketing, Vol. 6 No. 2, pp. 5-14. https://doi.org/10.1108/08876049210035791

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MCB UP Ltd

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Excessive Growth in the Service Firm: a Strategic Marketing Planning Challenge

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