Internationalisation of experience-centric services

Sofia Vitorino Dias, Fernando Luiz Emerenciano Viana and Afonso Carneiro Lima

International Journal of Services and Operations Management, 2025, vol. 51, issue 3, 316-336

Abstract: This article explores the internationalisation process of experience-centric service operations. Based on the theories of internationalisation of services and experience-centric service operations, we present a conceptual framework by undertaking multiple case studies in four international companies that operate in Brazil: Starbucks, Hard Rock Cafe, M.A.C Cosmetics, and Apple Store. We find that most companies' internationalisation process is supported by partnerships, allowing the necessary adaptation of products and processes. Three new aspects emerge from the data: the processes standardisation, employee's diversity, and organisational culture alignment. Based on the results, we extend the framework to formulate five theoretical propositions. By identifying the importance of diversity within organisations, we contribute to the perception of inclusion within organisations so that a greater part of society can feel welcomed and represented within the corporate world. Overall, our article not only makes theoretical contributions, but also delivers important practical implications.

Keywords: internationalisation of services; services operations; operations strategy; experience-centric services. (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=147064 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijsoma:v:51:y:2025:i:3:p:316-336

Access Statistics for this article

More articles in International Journal of Services and Operations Management from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().