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Marketing Software Products: The Importance of ‘Being There’ and the Implications for Business Service Exports

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  • S L Cornish

    (Department of Geography, University of Georgia, Athens, GA 30602, USA)

Abstract

If business services have any potential to function as basic industries that access autonomous sources of demand outside the region or nation, it hinges on the degree to which these activities can be sold to distant, and preferably international, export markets. It is essential to understand the factors that make business services more or less tradeable over distance. In this paper, empirical evidence concerning the extent of producer and business service exports is reviewed, and the more qualitative dimensions of the tradeability of business services are explored in greater detail in order to identify factors that both limit and encourage exports of business services. Research in the software product segment of the computer services sector suggests that it may not actually be the ‘need’ for face-to-face interaction with clients that keeps some types of suppliers of business services from exporting. The traditional rationale regarding the importance of proximity to markets, the impact of information technology, and the dynamics of producer—user interaction is examined in order to identify when it is most important for suppliers to ‘be there’, close to customers. Based on research with software products, it is possible to identify other attributes of business services that may be more critical to determining tradeability and explaining sectoral differences in export intensity than the need to ‘be there’ for clients.

Suggested Citation

  • S L Cornish, 1996. "Marketing Software Products: The Importance of ‘Being There’ and the Implications for Business Service Exports," Environment and Planning A, , vol. 28(9), pages 1661-1682, September.
    • Handle: RePEc:sae:envira:v:28:y:1996:i:9:p:1661-1682
    DOI: 10.1068/a281661
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    References listed on IDEAS

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    1. Neil M. Swan, 1985. "The Service Sector: Engine of Growth?," Canadian Public Policy, University of Toronto Press, vol. 11(s1), pages 344-350, July.
    2. J N Marshall & P A Wood, 1992. "The Role of Services in Urban and Regional Development: Recent Debates and New Directions," Environment and Planning A, , vol. 24(9), pages 1255-1270, September.
    3. Mario Polese & Roger Verreault, 1989. "Trade in Information-Intensive Services: How and Why Regions Develop Export Advantages," Canadian Public Policy, University of Toronto Press, vol. 15(4), pages 376-386, December.
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    Cited by:

    1. Jeremy Howells, 2010. "Services and Innovation and Service Innovation: New Theoretical Directions," Chapters, in: Faïz Gallouj & Faridah Djellal (ed.), The Handbook of Innovation and Services, chapter 3, Edward Elgar Publishing.

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