TY - JOUR
T1 - Inward internationalization of consumer services
T2 - Lessons from Australian firms
AU - Bianchi, Constanza
PY - 2011/7
Y1 - 2011/7
N2 - Purpose: The aim of this paper is to explore the inward internationalization process of consumer services. It also aims to conduct a review of the service internationalization literature and use the resource-based view of the firm as a theoretical approach. Design/methodology/approach: Case study methodology is used to explore the internationalization process of five different consumer service sectors: tourism, education, accommodation, transport and entertainment. The main data collection method was interviews conducted with top managers of 12 Australian consumer service firms from these sectors. Findings: Findings of this study show that inward internationalizing services confront most of their barriers, such as immigration policies, exchange rate fluctuations, and cultural differences, in the domestic market where the service is provided. The findings also suggest that superior intentional performance for consumer service firms combines firm-specific resources and capabilities, such as market orientation, service quality, cultural sensitivity, international communicational activities, partnerships and networks, with country-specific resources and capabilities, such as country-of-origin image and government support. Research limitations/implications: This is one of the few studies in the academic literature that directly addresses the issue of inward internationalization of consumer services. Limitations derive from the qualitative nature of this study. Practical implications: The process of inward internationalization applies to a broad range of service industries and can assist firms to develop more effective international marketing strategies. Originality/value: This study contributes to the international services literature by identifying the main barriers and drivers of international performance for inward internationalizing consumer service firms, which is a topic that has been neglected in the literature.
AB - Purpose: The aim of this paper is to explore the inward internationalization process of consumer services. It also aims to conduct a review of the service internationalization literature and use the resource-based view of the firm as a theoretical approach. Design/methodology/approach: Case study methodology is used to explore the internationalization process of five different consumer service sectors: tourism, education, accommodation, transport and entertainment. The main data collection method was interviews conducted with top managers of 12 Australian consumer service firms from these sectors. Findings: Findings of this study show that inward internationalizing services confront most of their barriers, such as immigration policies, exchange rate fluctuations, and cultural differences, in the domestic market where the service is provided. The findings also suggest that superior intentional performance for consumer service firms combines firm-specific resources and capabilities, such as market orientation, service quality, cultural sensitivity, international communicational activities, partnerships and networks, with country-specific resources and capabilities, such as country-of-origin image and government support. Research limitations/implications: This is one of the few studies in the academic literature that directly addresses the issue of inward internationalization of consumer services. Limitations derive from the qualitative nature of this study. Practical implications: The process of inward internationalization applies to a broad range of service industries and can assist firms to develop more effective international marketing strategies. Originality/value: This study contributes to the international services literature by identifying the main barriers and drivers of international performance for inward internationalizing consumer service firms, which is a topic that has been neglected in the literature.
KW - Australia
KW - Barriers
KW - Consumer services
KW - Corporate strategy
KW - Customer service management
KW - Internationalization
KW - Inward
KW - Performance
UR - http://www.scopus.com/inward/record.url?scp=79960051951&partnerID=8YFLogxK
U2 - 10.1108/08876041111143113
DO - 10.1108/08876041111143113
M3 - Review article
AN - SCOPUS:79960051951
SN - 0887-6045
VL - 25
SP - 282
EP - 293
JO - Journal of Services Marketing
JF - Journal of Services Marketing
IS - 4
ER -