Actual and perceived gaps in the supply and demand for marketing and communication services: an empirical analysis of the province of Bergamo

PurposeThe purpose of the paper is to analyze the supply and demand of marketing and communication consulting services and evaluate actual and perceived gaps.Design/methodology/approachThe paper uses two different datasets to assess the gap. The supply database comes from desk research carried out in the province of Bergamo (n. 159 consulting agencies). The demand dates are the results of 100 structured interviews with local companies that requested marketing and communication consulting services both inside and outside the province.FindingsFindings show that there is no significant shortage in local service supply. Nonetheless, a limited gap exists between the provision of specific services and their overall quality. Conversely, the perceived gap is wider, leading to an impression of scarce availability - a notion disproven by the analysis of the actual supply.Practical implicationsThe study suggests that local agencies may overcome their "myopic" attitude and need to increase their visibility, competencies and expertise by investing in these areas and improving networking.Originality/valueThere are no previous studies that compare the supply and demand for marketing and communication consulting services. The paper also provides insights into actual and perceived gaps in a hypercompetitive environment.