Discusses some key challenges for service firms planning to go abroad and presents five different types of internationalization strategies for services, none of which are mutually exclusive. These are: direct export of services in terms of repairs and maintenance that are most appropriate to...

The metaphors of “wiring” and “growing” are used to describe the infusion of technology into international services marketing. An example of wiring and growing the technology of international services marketing is examined. The wiring metaphor for services technology is a mechanistic...

The international market for services grew to $1.2 trillion in 1995 and has been growing at double‐digit rates. The USA possesses the lion’s share of the world’s services exports and stands to gain significantly from lower barriers to trade in services. However, despite the significant...

The literature on international services marketing from 31 academic journals in the period 1980 to 1998 is reviewed. This time frame contains the largest proportion of scholarly works published on international services marketing to date. Results reveal that the extant literature is relatively...

Investigates managers’ perceptions of service quality in the international market. Eight propositions are developed using the relationship approach in industrial marketing and the internationalization process model. A structural LISREL‐based model is developed on the basis of a sample of 196...

This study was developed to shed some light on the role of culture and purchase motivation in influencing consumers’ evaluations of services. More specifically, the goal was to contrast Asian and Western travelers’ perceptions of brief, routine‐type service encounters in a hotel context....

Examines differences in emotional and rational advertising appeal use across experiential and utilitarian services for 11 culturally diverse countries. Pooled across countries, rational appeals were found to be more dominant in utilitarian service advertising, while emotional appeals were used...

Purpose This paper aims to evaluate the findings first put forward in the article “Internationalization strategies for services” (Grönroos, 1999) with the benefit of hindsight and to offer directions for further research and developments in this research area. Design/methodology/approach...

Purpose – The purpose of this paper is to develop a new method that allows corporate strategists to scan for profitable growth opportunities by extending the firm's product offering to new (foreign) markets. Design/methodology/approach – The methodology consists of developing and applying a...

Purpose – This paper seeks to explore whether the global market segment Generation Y shares a common perception of a specific consumption activity, namely bungy jumping, and how perceptions of cool operate around that. Design/methodology/approach – A qualitative methodology is adopted,...