From service factory to service theatre: Solving the positioning dilemma in the medical practice

Gordon Ramsey in London or Heston Blumenthal ' s ' Fat Duck ' (where such dishes as egg and bacon ice cream or snail porridge are served) command the attention of the world ' s top restaurant critics. In fi nancial services and consulting, observers are astonished at the sheer effi ciency of tax preparation shop H & R Block, and are in awe of management consulting fi rm McKinseys as it crafts strategy for the world ' s major companies. In the hotel business, it is the French do-it-yourself chain Formule 1, with its no-reception, no-porter, no-bar, norestaurant (in fact, no human contact) business model that is written about. And it is the truly great hotels of the world, From service factory to service theatre: Solving the positioning dilemma in the medical practice