Internationalization strategies for services: a retrospective
Abstract
Purpose This paper aims to evaluate the findings first put forward in the article “Internationalization strategies for services” (Grönroos, 1999) with the benefit of hindsight and to offer directions for further research and developments in this research area. Design/methodology/approach Research directions spurred by the publication of the original article are examined in the light of current service(s) marketing theory and practice and the...
Paper Details
Title
Internationalization strategies for services: a retrospective
Published Date
Apr 11, 2016
Volume
30
Issue
2
Pages
129 - 132
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History