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The manager of Service and Business Development for Trizec, a large property management company, was trying to decide how to implement a new initiative, the Trizec Advantage Program. This program called for Trizec to negotiate services management agreements with business services companies to become preferred service providers for Trizec''s tenants. Although Trizec, its tenants and potential service providers were very positive, some of Trizec''s critical staff members were skeptical. Students have to analyze how the Trizec Advantage Program fits into Trizec''s service concept, how it will affect the company''s competitive position, and how to make sure the staff support it.