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 of Services Marketing – Emerald Publishing
Published: Aug 1, 1999
Keywords: International marketing; Globalization; Marketing strategy
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