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Keywords: Over-deliver
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Journal Articles
Journal:
Strategic Direction
Strategic Direction (2018) 34 (2): 16–17.
Published: 12 February 2018
...-promising and over-delivering: pleasing the customer or strategic blunder? ”, Journal of Services Marketing , Vol. 31 No. 7 , pp. 720 - 732 , available at: 10.1108/JSM-08-2016-0301 The advice of under-promising and then over-delivering, as a strategy to inject people with an unexpected sense...
