Factory or Theatre? Towards the Convergence

  • Enzo BaglieriEmail author
  • Uday Karmarkar


As already said, scholars have devoted the last five decades to the analysis of how services differ from their tangible counterpart, goods, and how they should be managed, marketed, and delivered. However, a significant gap still exists between the significance of services in the world economy and the attention paid to in the Operations Management (OM) literature (Johnston 2005; Metters 2010; Chase and Apte 2007; Heineke and Davis 2007; Metters and Marucheck 2007).


Customer Relationship Management Service Operation Service Factory Customer Involvement Industrialization Strategy 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.



This chapter represents a major evolution of the research work done within the project called “The future of service” between SDA Bocconi and UCLA Anderson School of Management. Particularly we would like to thank Elena Zambolin, previously Research Assistant at the SDA Bocconi School of Management and currently executive in a service company, for her continuous and fruitful contribution to this research project and to its outcomes.


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Copyright information

© Springer International Publishing Switzerland 2014

Authors and Affiliations

  1. 1.SDA Bocconi School of ManagementMilanItaly
  2. 2.UCLA Anderson School of ManagementLos AngelesUSA

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