1 Introduction
Within the course International Marketing, the third project deals with academic research in international marketing and internationalisation. We have chosen to focus on the inter-national dimension of standardisation versus adaptation in service marketing.
We will mainly discuss four typologies of services by McLoughlin & Fitzsimmons (1996), Lovelock (1983), Välikangas & Lehtinen (1990), and Clark & Rajaratnam (1999) and their implications for the standardisation versus adaptation trade-off. However, we will first give an overview about earlier research done within this field.
Some services were international in scope long before the term “scientific management” was ever invented or the first marketing course was taught. Shipping was an essential in-gredient in opening up early trade routes, with banking and insurance following and then facilitating them. In time, large companies emerged to operate international marine freight and passenger services, developing a network of agents in different ports to represent them. As more and more organisations offer services in foreign markets - often around the world - and as international trade in services increases, important questions are being raised concerning the design and implementation of international service marketing strategies. Research on internationalisation of services has been more limited than for manufactured goods and has tended to focus on methods of entry into foreign markets (see Vandermerwe & Chadwick, 1989; Johansson, 1990; Ikechi & Sivakumar, 1998). But there are other issues, as well; international strategies, scale and diversity, etc. Not all services are the same. Globalisation has different implications for different types of services and is affected by the nature of the process involved in creating and delivering a given service. (Lovelock, 1999) Grönroos (1999) also noted that most of the literature on internationalisation, international marketing and export strategies is geared to the needs of the manufacturing sector. However, it is a fact that international marketing of services is becoming a considerable part of total service marketing. Hence, it is not only of interest for service companies, but also for manufacturing companies. [...]
Table of Contents
1 Introduction
2 Academic Research
2.1 Back Room vs. Front Room
2.2 People-, Possession- and Information-processing Services
2.3 Generic, Specialised and Customised Services
2.4 Contact-, Vehicle-, Asset-, and Object-based Services
3 Analysis
4 Conclusion
Research Objectives and Topics
This paper explores the strategic trade-off between standardisation and adaptation in the context of the internationalisation of service firms, examining how the nature of different service types influences this decision.
- Theoretical typologies of service classifications
- Distinction between back-room and front-room operations
- Strategic implications for international service marketing
- Cost efficiency versus local responsiveness
- Practical application of service typologies
Excerpt from the Book
Back Room vs. Front Room
The literature of operations management has paid relatively little attention to the globalisation of services while emphasising the international nature of manufacturing. The fact that so much recent reporting focuses on the export of back room operations indicates that one factor in globalisation is the degree of customer contact. By definition, customer contact is not a factor where routine back room operations are involved, however, local workers will need to be trained in their native language. The globalisation of front room operations with its verbal customer contact still depends heavily on cultural adaptation of the service. One reason for communicating with the customer is to learn what the customer needs and to customise the service accordingly. When taking a high customer contact service overseas, language and culture can create barriers to effective communication.
Standardising a service worldwide is best accomplished when routine services are involved, as we, for example, see in the example of McDonald’s. However, the customer contact or front room operations require sensitivity to the local culture. The best approach would appear to be to hire and train locals to handle that part of the process in consultation with those who know successful approaches, which have worked in other countries.
Summary of Chapters
1 Introduction: This chapter introduces the topic of international marketing and the focus on the standardisation versus adaptation trade-off within the service sector.
2 Academic Research: This section provides a theoretical foundation by defining the characteristics of services and reviewing existing typologies for classifying different service models.
3 Analysis: This chapter synthesises the presented typologies and applies them to evaluate how different service categories should approach standardisation or adaptation strategies.
4 Conclusion: This chapter summarizes the findings, noting that the discussed typologies serve as helpful guidelines rather than normative rules for international service operations.
Keywords
International Marketing, Service Firms, Standardisation, Adaptation, Globalisation, Back Room, Front Room, Service Typologies, Customer Contact, Internationalisation, Marketing Strategy, Competitive Advantage, Service Quality, Relationship Marketing.
Frequently Asked Questions
What is the core focus of this research paper?
The paper examines the internationalisation strategies of service firms, specifically focusing on the decision-making process between standardising operations or adapting them to local foreign markets.
Which service typologies are discussed in the work?
The authors analyze four main service typologies established by McLoughlin & Fitzsimmons, Lovelock, Välikangas & Lehtinen, and Clark & Rajaratnam.
What is the primary objective of this analysis?
The objective is to provide a framework that helps service firms determine when it is appropriate to standardise services to save costs and when it is necessary to adapt them to meet local customer needs.
What scientific methodology is applied?
The study uses a qualitative, literature-based approach, reviewing and synthesising major academic studies from the past 25 years to build a comparative framework for service operations.
What are the main thematic areas covered in the chapters?
The paper covers the distinction between back-room and front-room operations, the classification of services (such as people- or possession-processing), and the strategic trade-offs required for generic, specialised, and customised services.
Which keywords best characterise this study?
The study is characterised by terms such as International Marketing, Service Firms, Standardisation, Adaptation, Service Typologies, and Customer Contact.
How does customer contact influence the standardisation decision?
According to the findings, routine back-room operations are easier to standardise globally, whereas high-contact front-room operations require more cultural sensitivity and local adaptation.
Why are specialised and customised services harder to standardise than generic services?
Specialised and customised services often rely on unique knowledge, technology, or individual relationships, making them less suited for mass standardisation compared to low-cost, generic service models like fast food chains.
- Citar trabajo
- Christian Wolf (Autor), Sofie Hildingsson (Autor), Patrick van der Honing (Autor), 2002, Standardisation vs. Adaptation - International Marketing in Service Firms, Múnich, GRIN Verlag, https://www.grin.com/document/2767
