The extant international service marketing literature focuses heavily on the impact of globalization on the outward process of the internationalization of service firms. The purpose of this paper is to propose scholars examine international service marketing from a different perspective, that of the globalization of domestic markets and the existence of global segments throughout the world.
The paper uses resource‐advantage theory and a congruence approach to suggest that the alignment of resources with consumer needs in the globalized domestic market leads to competitive advantage for the firm.
It can be argued that this alignment will lead to the replication of the competitive advantage across global segments in expansion to new markets.
The paper provides two significant contributions to the literature: a new perspective for considering the globalization of services that incorporates the challenges of operating in globalized markets; and develops seven propositions that can serve as a foundation for a stream of research on the globalization of services.
