There is a recently emerging stream of research that spans the boundary between strategy fields, including strategic management, strategic marketing, strategic HRM, and service fields, including but not limited to hospitality and tourism management. For instance, in the last few years, a number of articles on tourism and hospitality management have employed concepts from the strategy area when building their theoretical arguments. Likewise, in mainstream strategy journals, some articles have made use of insights from the service industries. This mutual interest arises not only because of the conceptual links between the strategy and service fields, but also because the two fields have complementary benefits.

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