Międzynarodowe strategie marketingowe przedsiębiorstw usługowych

• Autorzy: Jolanta Mazur

Warianty tytułu

International Marketing Strategies of the Service Enterprises

• Języki publikacji: PL

Abstrakty

W ciągu ostatnich dwudziestu lat ekonomiści, a zwłaszcza naukowcy zajmujący się marketingiem, stopniowo redukowali lukę pomiędzy bogactwem publikacji dotyczących rynków produktów materialnych i ich niedostatkiem w odniesieniu do usług. Okazuje się jednak, że teoria ciągle nie nadąża za dynamicznymi zmianami praktyki, polegającymi na włączaniu się przedsiębiorstw usługowych w procesy globalizacji. Obserwacja współczesnych rynków daje wiele przykładów internacjonalizacji usługodawców, tymczasem stosunkowo niewiele miejsca w piśmiennictwie naukowym poświęca się międzynarodowemu marketingowi usług, gdy problematyka międzynarodowej działalności przedsiębiorstw produkcyjnych jest szeroko poruszana. (fragment tekstu)

EN

Services rendered internationally have been the fastest growing segment of global trade, yet little research in international services marketing has been undertaken to ex-plain the phenomena. Theory lags practice considerably. The literature develops some classification schemes of international services, discusses factors influencing internationalization of service firms and international market entry mode strategies. Most authors suggest that existing internationalization theories are inadequate to explain the behavior of service firms, especially in the non-separable service sector. Service firms go abroad "all at once", so traditional internationalization strategies theories do not apply. Therefore some authors explore the drawbacks to traditional theories and encourage other theorists to develop the new ones. Each foreign market entry mode for service firm, such as direct export, systems export, direct entry, indirect entry or electronic marketing requires creating the right operational marketing strategy. The strategy is determined both by specific features of service products and by export market environment, especially its culture.(original abstract)

Słowa kluczowe

PL

Strategia marketingowa; Marketing międzynarodowy; Internacjonalizacja przedsiębiorstw; Przedsiębiorstwo usługowe

EN

Marketing strategy; International marketing; Enterprise internationalization; Service enterprise

• Czasopismo: Zeszyty Naukowe / Szkoła Główna Handlowa. Kolegium Gospodarki Światowej
• Rocznik: 2005
• Numer: nr 19
• Strony: 43--64

Twórcy

autor

Jolanta Mazur

• Szkoła Główna Handlowa w Warszawie

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