The Intangibility of Services (I) Service Characteristics Requires great marketing skills in ‘tangibilising’ intangible offerings, i.e., in surrounding them with “hard” peripheral attributes Technical superiority and long term vision in new service development, in order to protect a service from its non-patentability Special pricing know-how, i.e., what is the cost of a service? Creative communications skills, i.e., what message to communicate?