Crisis Strategies in the Sector of Knowledge-Intensive Services

Abstract

The research continues the series devoted to the study of knowledge-intensive services (KIS) in Russia. The last but not the least round of it conducted in 2009 was dedicated to the trends provoked by the global economic crisis. Sales and employment in KIS sector decreased moderately, but the strategic vision of its actors was distorted. KIS producers reduced their strategic horizon to short run, and lost distinct dominating strategy. Current strategies are distinguished by the level of product diversification. Standard (“box”) services are supplied to inexperienced users. Partially customised services form the essence of a damping strategy aimed at more experienced users. Tailored (bespoke) services are the core of innovative strategy: its target group consists of competent consumers who recognise and appreciate KIS as product innovations.