Inward international activities in service firms ‐ illustrated by three cases from the tourism industry

Suggests that most research on internationalization of service firms has investigated how companies over time have developed their outward business operations. Finds, however, that some service firms, especially within the tourism industry, have chosen another way of handling international business operations, namely by marketing their services abroad, often helped by middlemen such as tour operators and travel agents, expecting customers to come to their home country where services are produced and consequently must be consumed. Uses three cases to describe and analyse the process of “inward internationalization”, and to illustrate how the inward international activities may be carried out.