Abstract
There are many examples of internationalization projects of service firms: e.g. a management consultant who has decided to go to China and act as advisor to local industrial companies. Or a German-based language school that is trying to get a foothold in other European countries. Or an advertising agency that follows its main clients to new foreign markets overseas. Or, quite simple, a renowned French hairdresser who wants to offer his services on the Austrian market. What do these companies have to take into account if their entry into these new foreign markets is to be successful? In what way are they different to industrial and trading companies? Are there also differences between different intemationally operating service companies and, if yes, what are they?
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© 1997 Betriebswirtschaftlicher Verlag Dr. Th. Gabler GmbH, Wiesbaden
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Hübner, C.C. (1997). Internationalization of Services. In: Mühlbacher, H., Flipo, JP. (eds) Advances in Services Marketing. Focus Dienstleistungsmarketing. Deutscher Universitätsverlag. https://doi.org/10.1007/978-3-322-91507-8_12
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DOI: https://doi.org/10.1007/978-3-322-91507-8_12
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