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| Tekijä: | Erramilli, M.K. Rao, C.P. |
| Otsikko: | Service firms' international entry mode choice. A modified transaction cost analysis approach (Dienstleistungsbetriebe; Betrieblicher Export) |
| Lehti: | Journal of Marketing
1993 : JUL, VOL. 57:3, p. 19-38 |
| Asiasana: | |
| Vapaa asiasana: | MARKETINGSTRATEGIE, KOSTENANALYSE |
| Kieli: | eng |
| Tiivistelmä: | As service firms assume greater prominence in international business, researchers are beginning to ask how service firms effect entry into foreign markets and whether they differ from manufacturers in this respect. However, for several reasons the international marketing literature offers few concrete answers to these questions. This article strives to demonstrate some peculiar characteristics of service firms that warrant adaptation of the underlying theory used to investigate entry mode choice. |
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