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PM in service businesses revisited 9 requirements. Recognizing that organizations compete on many factors other than cost and price, Fitzgerald et al. (1991) suggested six dimensions of performance, split between two which measure the results of an SBU's strategy (competitiveness measures such as market share or sales growth rate, and financial measures such as cost, profit and value-added) and four dimensions which are the determinants of that strategy's success (quality, flexibility, resource utilization and innovation). Table I gives examples of aspects of PM across all six dimensions. There will be interactions and trade-offs between the six dimensions, the consideration of which during the process of strategy formulation should lead to better-balanced strategic plans.While the foregoing aspects of the Fitzgerald et al. (1991) model apply to all services, in their research they also identified three service archetypesprofessional services, service shops and mass services -using the number of Dimension of performance Types of measure Results Financial performance Profitability Liquidity Capital structure Market ratios Competitiveness Relative market share and position Sales growth Measures of the customer base Determinants Resource utilization

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