.... International marketing Internationalization of services Retrospective analysis In February 1979, at the Hanken School of Economics in Finland, I defended my PhD dissertation on marketing challenges for service firms and how to cope with them (Grönroos, 1978). The key empirical finding clearly...

... 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...

... are generally larger enterprises who see moderate benefits and risks of exporting, but have a higher than average commitment to continue. Following clients into international markets and the vision of key executives to expand internationally are also major drivers. These comprised services (Cell 3...

...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...

.... Responses to these questions should provide a current status report of franchising world‐wide. © Emerald Group Publishing Limited 2004 Franchising International marketing Services An executive summary for managers and executive readers can be found at the end of this article...

... the assumed positive relationship between marketers’ perceptions of customer orientation and performance. UK firms © MCB UP Limited 2003 Market orientation Innovation Marketing concept Profitability Hotels International marketing “Market orientation” “Market...

... prices for selected travel destinations. © 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...

... by customer satisfaction surveys conducted by international airlines (Zeithaml and Bitner, 1996). Good employee‐customer interactions are key © MCB UP Limited 1999 Services marketing International marketing Service quality Consumer attitudes National cultures Hotel and catering...

...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...

...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...

... dependant on local operations (Winsted and Patterson, 1998). Most of the literature geared to the manufacturing sector Most of the literature on internationalization, international marketing and export strategies is geared to the needs of the manufacturing sector. In many studies of manufacturing...

... 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...

... multidomestic in nature. For instance, even though many retail banks now have offices and even networks outside their countries of origin, in most instance, there is still little integration of strategy across countries. © MCB UP Limited 1999 Services marketing International marketing...

... advertising. Services marketing International marketing Advertising Cross‐cultural management © MCB UP Limited 1999 1. (1) degree of customer contact; and 2. (2) degree of customer participation. In the past few years, recognizing the importance of research across...

... Advertising Humour International marketing Promotion Services marketing Nearly two decades ago, the Prudential Life Insurance Company aired a series of humorous commercials about a service product that most people did not regard as amusing. However, the company credits their humorous commercials...

... attributes, and terminal values, most of these differences diminish when the service type is controlled. © MCB UP Limited 1998 Advertising Hong Kong International marketing Marketing strategy Services marketing USA Advertising is an important tool for services marketers to market...

... 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. ©...