Lee, Kyuho; Madanoglu, Melih; Ko, Jae-Youn - In: Journal of Services Marketing 27 (2013) 3, pp. 245-255
Purpose – The purpose of this paper is to examine how an international joint venture (IJV) company can efficiently develop a competitive international service strategy in the competitive global marketplace. Specifically, this study seeks to highlight the key antecedents related to the...