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
Research directions spurred by the publication of the original article are examined in the light of current service(s) marketing theory and practice and the development of digitalization and Internet and mobile technologies. Promising current and future strands of research are identified.
Findings
The originally suggested modes of internationalization seem to remain valid. However, digitalization and the development of Internet and mobile technologies have enabled new ways of internationalizing which enable offering services globally from the establishment of a firm.
Originality/value
The original article was highly rated, generated discussion and drove important further research. It has value in the history of service(s) marketing research. This retrospective analysis by the author gives unique insight into the processes and thinking associated with understanding key factors which have contributed to the historical development of service(s) marketing and provides substantial directions for future research.
