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Services marketing in a cross-cultural environment: the case of Egypt
Högskolan i Gävle, Institutionen för ekonomi, Ämnesavdelningen för företagsekonomi. (ICM)
Högskolan i Gävle, Institutionen för ekonomi, Ämnesavdelningen för företagsekonomi. (ICM)ORCID-id: 0000-0001-9080-2629
2009 (engelsk)Inngår i: Journal of Services Marketing, ISSN 0887-6045, E-ISSN 0887-6045, Vol. 23, nr 4, s. 261-271Artikkel i tidsskrift (Fagfellevurdert) Published
Abstract [en]

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.

sted, utgiver, år, opplag, sider
2009. Vol. 23, nr 4, s. 261-271
Emneord [en]
Egypt, Services marketing, Trust
HSV kategori
Identifikatorer
URN: urn:nbn:se:hig:diva-2141DOI: 10.1108/08876040910965593ISI: 000269901600006Scopus ID: 2-s2.0-68149087357OAI: oai:DiVA.org:hig-2141DiVA, id: diva2:118803
Tilgjengelig fra: 2008-06-23 Laget: 2008-06-23 Sist oppdatert: 2018-03-13bibliografisk kontrollert

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