|•||analyze the impact of services' intangibility on the internationalization or globalization in service industries;|
|•||argue which reasons may lead a service firm to internationalize;|
|•||understand why it could be difficult to export services;|
|•||understand why it is (becoming more and more) feasible to export services;|
|•||explain the reasons why service firms may start operations abroad;|
|•||analyze the different entry barriers or reasons why it is (or may be) difficult for service organizations to internationalize;|
|•||discuss the various entry strategies service firms may apply in internationalizing their business;|
|•||assess the various pro's and con's of different entry strategies;|
|•||assess the various pro's and con's of standardization versus adaptation of services within an international marketing strategy;|
|•||decipher the uniqueness of relationship marketing in an international context;|
|•||understand the specific issues of controlling market orientation and service quality in international service industries.|
think global, act local
within a network
Questia, a part of Gale, Cengage Learning. www.questia.com
Publication information: Book title: Services Marketing Management: An International Perspective. Contributors: Hans Kasper - Author, Piet Van Helsdingen - Author, Wouter De Vries Jr - Author. Publisher: Wiley. Place of publication: New York. Publication year: 1999. Page number: 383.
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