SERVICE JOINT VENTURES AS STRATEGIC TRADE ALLIANCES

International alliances are becoming an increasingly important and recognized means of conducting business. Once viewed primarily as a strategy to enter foreign markets, alliances have become a very effective way for established businesses to accelerate technological development, enhance productivity and lower investment risks. In many ways joint ventures offer the most attractive form of trade alliance and a significant portion of the international joint ventures are in the service sector. Although, services are generally viewed by academicians and practitioners differently than products, this apparent difference has been neglected in the study of joint ventures formation and operations. Since the basic conditions and scope for services and products differ, one can expect that joint venture partners' interest and management strategies for service joint venture will also differ. Thus, the purpose of this study is to discuss and identify major research issues in studying service joint ventures. Some research propositions in regard to the service joint ventures are developed. Furthermore, future research avenues in international service joint venture operations are delineated.