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Services marketing in a cross-cultural environment: the case of Egypt
University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi. (ICM)ORCID iD: 0000-0002-4383-6452
University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi. (ICM)ORCID iD: 0000-0001-9080-2629
2009 (English)In: Journal of Services Marketing, E-ISSN 0887-6045, Vol. 23, no 4, p. 261-271Article in journal (Refereed) 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.

Place, publisher, year, edition, pages
2009. Vol. 23, no 4, p. 261-271
Keywords [en]
Egypt, Services marketing, Trust
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-2141DOI: 10.1108/08876040910965593ISI: 000269901600006Scopus ID: 2-s2.0-68149087357OAI: oai:DiVA.org:hig-2141DiVA, id: diva2:118803
Available from: 2008-06-23 Created: 2008-06-23 Last updated: 2024-07-04Bibliographically approved

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Hyder, Akmal S.Fregidou-Malama, Maria

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CiteExportLink to record
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