Table 2 Talking service vs talking... | Emerald Publishing

Table 2

Talking service vs talking product

Theme	Talking service	Talking product
Offering	Our offering aims to help our customers' important and necessary life/work processes	Our offering relates to a product or service concept
The width of the offering	Our offering is a process	Our offering is a product
Customer value	We facilitate our customers' value creation	We produce/deliver value/added value to our customers
Quality	Our offering creates favorable quality experiences	The quality of our offering is on a certain level
Productivity	Our productivity depends on our cost level in relation to our ability to create revenues	Our productivity depends on how cost efficient our operations are
Marketing	Our marketing aims to make our offerings meaningful to our customers	Our marketing aims to create customer awareness, support sales and influence the customers' purchasing decisions
Sales	Our sales activities aim to offer solutions to the relevant scope of our customers' life/work processes and facilitate their value creation	Our sales activities aim to offer solutions based on particular technical specifications and at a specific level of technical quality
Branding	Our brands evolve based on the interplay between the customer promises we make and how such promises are kept	We build our brands through our advertising and other types of marketing communication
Employees	Our employees form an important revenue-generating resource	Our employees, first and foremost, are a cost factor

Theme	Talking service	Talking product
Offering	Our offering aims to help our customers' important and necessary life/work processes	Our offering relates to a product or service concept
The width of the offering	Our offering is a process	Our offering is a product
Customer value	We facilitate our customers' value creation	We produce/deliver value/added value to our customers
Quality	Our offering creates favorable quality experiences	The quality of our offering is on a certain level
Productivity	Our productivity depends on our cost level in relation to our ability to create revenues	Our productivity depends on how cost efficient our operations are
Marketing	Our marketing aims to make our offerings meaningful to our customers	Our marketing aims to create customer awareness, support sales and influence the customers' purchasing decisions
Sales	Our sales activities aim to offer solutions to the relevant scope of our customers' life/work processes and facilitate their value creation	Our sales activities aim to offer solutions based on particular technical specifications and at a specific level of technical quality
Branding	Our brands evolve based on the interplay between the customer promises we make and how such promises are kept	We build our brands through our advertising and other types of marketing communication
Employees	Our employees form an important revenue-generating resource	Our employees, first and foremost, are a cost factor

Note(s): Examples of corporate language and Jargon