TY - JOUR
T1 - Strategic Challenges for the Marketing of Services Internationally
AU - Javalgi, Rajshekhar G.
AU - White, D. Steven
N1 - 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
PY - 2002/1/1
Y1 - 2002/1/1
N2 - 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.
AB - 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.
UR - https://engagedscholarship.csuohio.edu/busmarkt_facpub/44
UR - http://journals.ohiolink.edu/ejc/article.cgi?issn=02651335&issue=v19i0006&article=563_scftmosi
U2 - 10.1108/02651330210451926
DO - 10.1108/02651330210451926
M3 - Article
VL - 16
JO - International Marketing Review
JF - International Marketing Review
ER -