Executive Insights: Virtual Services Go International: International Services in the Marketspace

The Web overcomes many of the traditional problems inherent in the marketing of international services. In this new era of cyberservice, marketing managers must reappraise their approach to marketing services in general and international services in particular. The defining characteristics of services—intangibility, simultaneity, heterogeneity, and perishability—are a service marketing challenge but can be managed successfully, because the Web...