Low Contact Services, Technologies and Culture: le problème d'internationalisation des services

Annie Munos
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Annie Munos: MKT - Marketing - EESC-GEM Grenoble Ecole de Management

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Abstract: All the services firms that achieve their politic of internationalisation are those which combined the more cleverly : marketing competencies, technologic investments adapted to the local environment but although, those which knew how to use their nationality as a tremandious competitive advantage. The main goal of this article is to show why and how the success of the internationalisation of a services firm is based on a constructed knowledge of it's culture, it's history, because people and firms know only a small part of them : what they like ? In what they perform ? This is what we call in this paper : the concept of the "dominant culture", central concept to achieve the internationalisation of a service concept

Keywords: Internationalisation; services marketing; dominant culture; excellence- technologies-low contact/high contact; Marketing des services; Métier de service; Technologies; Environnement culturel (search for similar items in EconPapers)
Date: 2001
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Published in 2001, 27 p

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