Developing marketing strategies for transnational service operations

Developing marketing strategies for transnational service operations Defines transnational strategy as the integration strategy formulation and implementation across all countries in which the company elects to do business, in contrast to a multidomestic (or "multilocal") approach that provides for independent development and implementation of strategy by management units within each country. Asks how different types of service firms should move from multidomestic strategies, to the creation of a truly transnational strategy. Considers three perspectives: first, the nature of services marketing in a large federal country like the USA; second, the drivers that stimulate the internationalization of an industry and the different ways in which they apply to three broad types of services; and third, how the concept of core and supplementary services can be applied to both standardization and customization of services in a global setting. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

Developing marketing strategies for transnational service operations

Journal of Services Marketing, Volume 13 (4/5): 18 – Aug 1, 1999

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Publisher
Emerald Publishing
Copyright
Copyright © 1999 MCB UP Ltd. All rights reserved.
ISSN
0887-6045
DOI
10.1108/08876049910282538
Publisher site
See Article on Publisher Site

Abstract

Defines transnational strategy as the integration strategy formulation and implementation across all countries in which the company elects to do business, in contrast to a multidomestic (or "multilocal") approach that provides for independent development and implementation of strategy by management units within each country. Asks how different types of service firms should move from multidomestic strategies, to the creation of a truly transnational strategy. Considers three perspectives: first, the nature of services marketing in a large federal country like the USA; second, the drivers that stimulate the internationalization of an industry and the different ways in which they apply to three broad types of services; and third, how the concept of core and supplementary services can be applied to both standardization and customization of services in a global setting.

Journal

Journal of Services MarketingEmerald Publishing

Published: Aug 1, 1999

Keywords: International marketing; Globalization; Marketing strategy

References

  • Foreign market entry mode choice of service firms: a contingency perspective
    Ikechi, E; Sivakumar, K
  • Services Marketing
    Lovelock, C.H

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