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References (7)
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The Marketing of Professional Services — An Organizational DilemmaEuropean Journal of Marketing, 13
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Robert Spekman (1984)
International marketing and purchasing of industrial goods: IMP Group, ed. Håkon Håkansson Wiley, Chichester (England), 1982International Journal of Research in Marketing, 1
- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 0265-1335
- DOI
- 10.1108/eb008339
- Publisher site
- See Article on Publisher Site
Abstract
Previous studies of the internationalisation process of firms have focused on the internationalisation of manufacturing firms. This article analyses the internationalisation of technical consultansy firms, a service industry. On the basis of two Swedish case studies the article concludes that the firms' networks of relationships with other firms has a critical role in the marketingisation of the firms. Three steps in a strategy development procedure are outlined.
Journal
International Marketing Review – Emerald Publishing
Published: Apr 1, 1987