Abstract
This study aims to look back on literature related to internationalization process of service firms. In this regards, the emphasis is on marketing challenges and the target (and motivator of this study) is identification of the suitable strategy to succeed in facing these challenges. In the other word challenges in the path of internationalization of the service firms are identified and relevant entry mode and strategies to cope with those challenges are presented.
Highlights
In late decades, according to opening of new markets around the world and the shift in competition from domestic market to a global level, firms have attempted to seek after global or international marketing strategies.Internationalization of a firm can be considered as a process that enables the firm to work in foreign markets as well as the domestic market (Heino, 2008)
It should be mentioned that the wave of Internationalization of services has been posterior in comparison to product sector and the literature in the 70’s declares that the general writing on international marketing and internationalization was mostly product focused (Grönroos, 2016)
D) Entry mode and strategies Entry mode selection is considered as an appropriate way for businesses to enter foreign markets so as to operate their international businesses by utilizing their advantages (Root, 1998)
Summary
In late decades, according to opening of new markets around the world and the shift in competition from domestic market to a global level, firms have attempted to seek after global or international marketing strategies. Internationalization of a firm can be considered as a process that enables the firm to work in foreign markets as well as the domestic market (Heino, 2008). How to make services available in foreign markets appeared to be an interesting inquiry and an encouraging method for moving forward service-focused international-marketing understanding. The service firms are growing over national borders. It should be mentioned that the wave of Internationalization of services has been posterior in comparison to product sector and the literature in the 70’s declares that the general writing on international marketing and internationalization was mostly product focused (Grönroos, 2016)
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