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

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