IDEAS home Printed from https://ideas.repec.org/p/hal/wpaper/hal-00450059.html
   My bibliography  Save this paper

Marketing et technologie : un duo gagnant pour l'internationalisation des services

Author

Listed:
  • Annie Munos

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

Abstract

The service industry firms that succeed in going international are those that have been able to judiciously combine distinctive marketing competencies with economic and behavioural choices both upstream and at the final market level. Thus, in as far as marketing is concerned, the firm must first perform like a veritable service profession and build a reputation for excellence. At the economic level, it relies on strong political and commercial relationships. Technologically, it must possess the necessary expertise to better master the management of activity flows and better control the multicultural interactions that may hamper its service activities and reputation for excellence. Those are three main subjects that we study in this paper based on examples from French and American mass distribution.

Suggested Citation

  • Annie Munos, 2000. "Marketing et technologie : un duo gagnant pour l'internationalisation des services," Working Papers hal-00450059, HAL.
    • Handle: RePEc:hal:wpaper:hal-00450059
    Note: View the original document on HAL open archive server: http://hal.grenoble-em.com/hal-00450059
    as

    Download full text from publisher

    File URL: http://hal.grenoble-em.com/hal-00450059/document
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:wpaper:hal-00450059. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.