Purpose – Internationalization of services is emerging as an important area of research as more and more service firms are going abroad in greater numbers than ever before. This special issue is an attempt to encourage and guide research in the area of internationalization of services, and...

Purpose – Knowledge‐based services range from accounting, engineering, and management consulting to educational services. This paper seeks to explore the nature of management education services and to discuss how business schools can employ cross‐cultural product‐market strategies to...

Purpose – The paper's purpose is to evaluate the factors which influence a multinational hospitality organization's franchise decision‐making process. Design/methodology/approach – A single embedded case study of an international hotel firm was the focus of the enquiry. Interviews and...

For the past decade, the marketing of services internationally has been the fastest growing segment of global trade, important to developed and developing countries alike. Yet during this same timeframe, despite numerous calls for more research in international services marketing, there exists a...