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

Differentiation, cost leadership, Technology Innovation, customer Intimacy.

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

Overall – cost leadership, Overall – Differentiation, customer Intimacy, Operational Excellence.

Tất cả đều sai