<abstract xml:lang="en" xmlns="http://www.w3.org/1999/xhtml"><p>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.</p></abstract>

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.

Internationalization of the Service Sector - Marketing Approach

Department of Marketing, Faculty of Economic Science, University of Economics in Wroclaw

Folia Oeconomica Stetinensia

{"article-title":"Internationalization of the Service Sector - Marketing Approach"}

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...

Internationalization of the Service Sector - Marketing Approach

Publicado en línea: 09 nov 2011

Páginas: 175 - 185

DOI: https://doi.org/10.2478/v10031-011-0016-z

Palabras clave
services, internationalization, globalization, service firm, consumer services, business services, marketing strategies, international service market, technology

This content is open access.

Internationalization of the Service Sector - Marketing Approach

Publicado en línea: 09 nov 2011

Páginas: 175 - 185

DOI: https://doi.org/10.2478/v10031-011-0016-z

Palabras claveservices, internationalization, globalization, service firm, consumer services, business services, marketing strategies, international service market, technology

This content is open access.

Palabras clave
services, internationalization, globalization, service firm, consumer services, business services, marketing strategies, international service market, technology