Marketing

Title

Strategic Challenges for the Marketing of Services Internationally

Document Type

Article

Publication Date

2002

Publication Title

International Marketing Review

Abstract

For the past decade, the marketing of services internationally has been the fastest growing segment of global trade, important to developed and developing countries alike. Yet during this same time frame, despite numerous calls for more research in international services marketing, there exists a paucity of research. In this viewpoint, the authors offer 11 strategic challenges designed to foster further theoretical development in the area of international services marketing. Additionally, five specific areas of neglect are identified and recommendations for future research are offered.

Original Citation

Javalgi, R. G., & White, D. S. (2002). Strategic challenges for the marketing of services internationally. International Marketing Review, 19(6), 563-581. doi:10.1108/02651330210451926

DOI

10.1108/02651330210451926

Volume

16

Issue

9