Javalgi, Rajshekhar G.; Steven White, D. - In: International Marketing Review 19 (2002) 6, pp. 563-581
For the past decade, the marketing of services internationally has been the fastest growing segment of global trade … in international services marketing, there exists a paucity of research. In this viewpoint, the authors offer 11 … strategic challenges designed to foster further theoretical development in the area of international services marketing …