Profils d'internationalisation pour les services

Pierre-Yves Léo, Jean-Louis Moulins and Jean Philippe

Revue française de gestion, 2006, vol. 167, issue 8, 15-31

Abstract: International business service firms have to find the right positioning to compete with local firms and organize their relationships with their foreign clients. They have to deal with numerous variables of international marketing: customer contact, inter-cultural relationships, service adaptation or standardization, information system, delivery network. The study presented here investigates the ways firms succeed in organizing all these elements to cross cultures and national contexts. The results suggest a fourfold typology of firm behaviours which allows to better understand the marketing positioning chosen by managers to develop their services abroad.

Date: 2006
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