Phenomenography is proposed here as a qualitative methodology for investigating how owner-managers practise internationalisation in small firms, and it is applied in an empirical study of internationalising owner-managed small Australian wineries. The findings show a common internationalisation...

As marketers and researchers we understand quality from the consumer's perspective, and throughout contemporary service quality literature there is an emphasis on what the consumer is looking for, or at least that is the intention. Through examining the underlying assumptions of dominant service...

The majority of ‘service’ literature has focused on the production side of service work (i.e. employees and management), while treating the role of the customer and/or consumer as secondary (Korczynski and Ott, 2004). Those authors who have addressed the role consumption plays in shaping and...

The unit of analysis in firm internationalisation studies is the firm but this overlooks the importance of the individual in the internationalisation process. An evaluation of the dominant theories of firm internationalisation highlights an implicit dualistic ontology, that is, where research...