The pivotal role of services in international business is now receiving widespread recognition. Furthermore, the global marketplace is being increasingly characterised by the speed and ease with which such services cross national boundaries. This exploratory study of Australian and Dutch service...

Consumer ethnocentrism is a relatively new and unknown concept in marketing theory and practice. This concept, which has its roots in sociology, leads to a nationalistic evaluation of foreign products and services. In view of the growing internationalisation of services, consumer ethnocentrism...