... contributed to the historical development of service(s) marketing and provides substantial directions for future research. International marketing Internationalization of services Retrospective analysis In February 1979, at the Hanken School of Economics in Finland, I defended my PhD...

... and the strategic and tactical considerations that are introduced in the framework can provide a fertile field for empirical research. Practical implications The paper develops cross‐cultural “product‐market” strategies that business schools can consider in serving international markets, with product defined...

...Raj G. Java; Nicholas Alexander; Mark Rhodes; Hayley Myers Purpose This paper aims to consider factors that determine the direction of international market selection. It does this with specific reference to service companies operating in the retail sector. Design/methodology/approach The paper...

... practice in the service sector. © Emerald Group Publishing Limited 2005 International trade International marketing Exports Contingency planning An executive summary for managers and executive readers can be found at the end of this article. Whether in the form of professional...

...Ahmet H. Kirca Purpose To investigate the impact of current mode of operation on service firms’ sales performance in international markets, and to examine the role of managerial control as a mediator of the mode of operation‐sales performance relationship. Design/methodology/approach...

... nation to nation. This study seeks to identify the operational issues that are most salient to the franchising sector in various parts of the globe. © Emerald Group Publishing Limited 2004 Franchising International marketing Services An executive summary for managers and executive...

... concept Profitability Hotels International marketing “Market orientation” “Market orientation” is a popular term used by marketing practitioners as an indicator of the extent to which a firm implements the “marketing concept”. The marketing concept, in turn, holds that the key...

...Saeed Samiee 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...

... mode; and 3. (3) electronic marketing mode. Of course, the three types of entry modes are not totally mutually exclusive. A firm using the Internet as a form of electronic marketing mode can do this deliberately to get access to international markets. This entry mode is, thus, at the same...

... International marketing Advertising Cross‐cultural management Two coding procedures The two coding procedures were essentially merged and two 2 x 2 cross‐tabulation tables were computed; w² tests were used to test H1a and H1b. The first compared the use of rational...

...Kent Eriksson; Anders Majkgård; D. Deo Sharma 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 relatively sparse, with much research focused on highly specific industries or topic areas. Major findings from leading sectors as well as from general works are presented. The special characteristics of services are discussed in light of requirements for successful international marketing success. A call...

... in this section. © MCB UP Limited 1999 Services marketing International marketing Information technology Metaphors As the third millennium approaches, trade in international services has reached unprecedented levels and will almost certainly continue to grow. A major aspect of this trade...

... Finland to Portugal (Briones, 1998). Other European countries, including the UK and Sweden, are expected to switch to Euros later. © MCB UP Limited 1999 Services marketing International marketing Globalization Marketing strategy When discussing international services marketing...

... be restricted to Western customers. Managerial implications of this study relate to the training of customer‐contact employees. © MCB UP Limited 1999 Services marketing International marketing Service quality Consumer attitudes National cultures Hotel and catering As global competition...

... Limited 1998 Advertising Humour International marketing Promotion Services marketing 1 Humor production. 2 A sense of playfulness 3 The ability to use humor to achieve social goals 4 Personal recognition of humor 5 Appreciation of humor; and 6 Use of humor...

... the different points of views on what services advertisers should do to overcome the difficulty of communicating to consumers intangible objects such as services; and 2 the difference in the service type in the sample. Advertising Hong Kong International marketing Marketing strategy Services...

... and compared the expectations and perceptions of US customers with those of South Korean clients about an international fast‐food chain. Reveals several important differences between the two groups of customers. Discusses the implications of the results for US fast‐food companies in international markets...