Bốn chiến lược tổng quát mà các doanh nghiệp kinh doanh dịch vụ có thể lựa chọn là:

Overall - Differentiation, Focusing - Differentiation, Operational Excellence, Technology Innovation.

Overall – Cost leadership, Overall – Differentiation, Customer Intimacy, Operational Excellence.

Overall – Cost leadership, Focusing – Cost leadership, Overall – Differentiation, Focusing – Differentiation.

Leader, Challenger, Follower, Nicher.