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2012 | 10 | 1 | 175-185
Article title

Internationalization of the Service Sector - Marketing Approach

Title variants
Languages of publication
EN
Abstracts
EN
The main purpose of this article is to indicate the progressive phenomenon of internationalization in the service sector in the context of dynamism of changes concerning economic, technological, legal and social determinants. The first part of this article makes reference to new legal regulations in EU, which fully binding, create special conditions for development of service companies SMB (small and medium businesses) prevailing in the service sector. Further, specific features of services (formula 5 I's) and their marketing typology are discussed. Depending on a sector (a group) of discussing services and their particular characteristic we can point out different stages of entering foreign markets by service companies, strengthening their positions there and various ways of providing customers with their services (from face to face to via technology). In this study practical operations of service firms in foreign markets both B2C and B2B have been specified. The last part shows new challenges for these companies resulting from consumers' new expectations in international markets and also from technological development in this sector.
Publisher
Year
Volume
10
Issue
1
Pages
175-185
Physical description
Dates
published
2011-01-01
online
2011-11-09
Contributors
  • Department of Marketing, Faculty of Economic Science, University of Economics in Wroclaw
References
  • Borusiak, B., Małkowska-Borowczyk, M., Mikołajczyk, J. (2009). Internacjonalizacja handlu detalicznego w Polsce - stan obecny i perspektywy, Handel Wewnętrzny, maj.
  • Domański, T. (2011). Strategie internacjonalizacji dużych sieci handlowych na polskim rynku. Nowe wyzwania dla marketingu międzynarodowego, in: Marketing międzynarodowy. Uwarunkowania i kierunki rozwoju, J.W. Wiktor, A. Żbikowska (ed), Warszawa: PWE.
  • Duliniec, E. (2009). Marketing międzynarodowy, Warszawa: PWE.
  • Kasper, H., Helsdingen, P., Gabbott, M. (2006). Services Marketing Management - a strategic perspective, Chichester, England: John Willey & Sons, LTD.
  • Payne, A. (1996). Marketing usług, Warszawa: PWE.
  • Styś, A. (2009). Usługi: przeszłość, teraźniejszość-przyszłość, w: Przedsiębiorstwo i klient w gospodarce opartej na usługach, I. Rudawska, M. Soboń (ed.), Warszawa: Difin, p. 18.
  • Świadczenie usług w Unii Europejskiej. (2010). Warszawa: PARP.
  • Vandermerwe, S., Chadwick, M. (1989). The internationalization of Services, The service industries Journal, January No. 1.
Document Type
Publication order reference
Identifiers
YADDA identifier
bwmeta1.element.doi-10_2478_v10031-011-0016-z
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