Service branding in international markets

Sen Bao, Marja Toivonen, Markku Mikkola

    Research output: Chapter in Book/Report/Conference proceedingConference article in proceedingsScientific


    This conceptual paper aims to contribute to a theoretical understanding about service branding in international markets. The paper describes the ways in which firms operate on international markets: foreign direct investments (FDI), exports, and foreign presence through third parties. Service marketing triangle, consisting of external marketing, interactive marketing and internal marketing, is highlighted as a basis for service branding. In addition, the importance of human performance is strongly emphasized in services.
    Original languageEnglish
    Title of host publicationProceedings
    Subtitle of host publicationInternational Symposium on Management of Technolog, ISMOT 2012
    PublisherIEEE Institute of Electrical and Electronic Engineers
    ISBN (Electronic)978-1-4673-4593-4
    ISBN (Print)978-1-4673-4592-7
    Publication statusPublished - 2012
    MoE publication typeB3 Non-refereed article in conference proceedings
    Event7th International Symposium on Management of Technology, ISMOT 2012 - Hangzhou, Zheijiang, China
    Duration: 8 Nov 20129 Nov 2012


    Conference7th International Symposium on Management of Technology, ISMOT 2012
    Abbreviated titleISMOT 2012
    CityHangzhou, Zheijiang


    • internationalization of services
    • service branding


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