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.
Repository Citation
Javalgi, Rajshekhar G. and White, D. Steven, "Strategic Challenges for the Marketing of Services Internationally" (2002). Marketing. 44.
https://engagedscholarship.csuohio.edu/busmarkt_facpub/44
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
