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Low Contact Services, Technologies and Culture: le problème d'internationalisation des services

Author

Listed:
  • Annie Munos

    (MKT - Marketing - EESC-GEM Grenoble Ecole de Management)

Abstract

All the services firms that achieve their politic of internationalisation are those which combined the more cleverly : marketing competencies, technologic investments adapted to the local environment but although, those which knew how to use their nationality as a tremandious competitive advantage. The main goal of this article is to show why and how the success of the internationalisation of a services firm is based on a constructed knowledge of it's culture, it's history, because people and firms know only a small part of them : what they like ? In what they perform ? This is what we call in this paper : the concept of the "dominant culture", central concept to achieve the internationalisation of a service concept

Suggested Citation

  • Annie Munos, 2001. "Low Contact Services, Technologies and Culture: le problème d'internationalisation des services," Grenoble Ecole de Management (Post-Print) hal-00454726, HAL.
    • Handle: RePEc:hal:gemptp:hal-00454726
    Note: View the original document on HAL open archive server: http://hal.grenoble-em.com/hal-00454726
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