Information asymetries are generally considered as
leading to costs for both parties in an exchange
transaction. They can, however, also be a source of
competitive advantage. Potential buyers face information
asymetries in evaluating services prior to purchase.
Since such asymetries impose costs on buyers, there
exists an incetive to lower such costs. This incentive
may be exploited by service firms that diversify into
other services that meet the needs of existing
customers. pdf 1990
