Sökning: onr:"swepub:oai:DiVA.org:hig-2141" >
Services marketing ...
Services marketing in a cross-cultural environment : the case of Egypt
-
- Hyder, Akmal S., 1952- (författare)
- Högskolan i Gävle,Ämnesavdelningen för företagsekonomi,ICM
-
- Fregidou-Malama, Maria, 1944- (författare)
- Högskolan i Gävle,Ämnesavdelningen för företagsekonomi,ICM
-
(creator_code:org_t)
- Emerald, 2009
- 2009
- Engelska.
-
Ingår i: Journal of Services Marketing. - : Emerald. - 0887-6045. ; 23:4, s. 261-271
- Relaterad länk:
-
https://urn.kb.se/re...
-
visa fler...
-
https://doi.org/10.1...
-
visa färre...
Abstract
Ämnesord
Stäng
- Purpose - The purpose of this study is to analyze how adaptation/standardization, trust and network development are achieved when marketing services in a culturally distant country through handling the problems of intangibility and heterogeneity. Design/methodology/approach - Qualitative data are collected in the form of unstructured interviews and direct observation to conduct a single case study on Gamma Knife. Findings - Adaptation/standardization plays the central role in internationalization of services marketing. For service development and quality maintenance, values and ideas of the foreign company dominate the adaptation (i.e. standardization), while market-related adaptation is carried out in response to local culture and practices. Research limitations/implications - The research is based on a single case. Future research can involve similar in-depth study examining how internationalization of services works in culturally distant countries, the results of which can be compared with the current study. Practical implications - In international services marketing, in addition to meeting formal and official requirements, managers must concentrate on building trust and informal contacts. Originality/value - The research uses an empirical illustration to provide a model on internationalization of services marketing based on adaptation/ standardization, trust and network, to overcome intangibility- and heterogeneity-related difficulties. © Emerald Group Publishing Limited.
Ämnesord
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Nyckelord
- Egypt
- Services marketing
- Trust
- Business studies
- Företagsekonomi
Publikations- och innehållstyp
- ref (ämneskategori)
- art (ämneskategori)
Hitta via bibliotek
Till lärosätets databas