Service branding in international markets

Sen Bao, Marja Toivonen, Markku Mikkola

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

Abstract

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
PublisherInstitute of Electrical and Electronic Engineers IEEE
Pages87-91
ISBN (Electronic)978-1-4673-4593-4
ISBN (Print)978-1-4673-4592-7
DOIs
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

Conference

Conference7th International Symposium on Management of Technology, ISMOT 2012
Abbreviated titleISMOT 2012
CountryChina
CityHangzhou, Zheijiang
Period8/11/129/11/12

Fingerprint

International markets
Branding
Services marketing
Marketing
Foreign direct investment
Internal marketing
Interactive marketing

Keywords

  • internationalization of services
  • service branding

Cite this

Bao, S., Toivonen, M., & Mikkola, M. (2012). Service branding in international markets. In Proceedings: International Symposium on Management of Technolog, ISMOT 2012 (pp. 87-91). Institute of Electrical and Electronic Engineers IEEE. https://doi.org/10.1109/ISMOT.2012.6679434
Bao, Sen ; Toivonen, Marja ; Mikkola, Markku. / Service branding in international markets. Proceedings: International Symposium on Management of Technolog, ISMOT 2012. Institute of Electrical and Electronic Engineers IEEE, 2012. pp. 87-91
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Bao, S, Toivonen, M & Mikkola, M 2012, Service branding in international markets. in Proceedings: International Symposium on Management of Technolog, ISMOT 2012. Institute of Electrical and Electronic Engineers IEEE, pp. 87-91, 7th International Symposium on Management of Technology, ISMOT 2012, Hangzhou, Zheijiang, China, 8/11/12. https://doi.org/10.1109/ISMOT.2012.6679434

Service branding in international markets. / Bao, Sen; Toivonen, Marja; Mikkola, Markku.

Proceedings: International Symposium on Management of Technolog, ISMOT 2012. Institute of Electrical and Electronic Engineers IEEE, 2012. p. 87-91.

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

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Bao S, Toivonen M, Mikkola M. Service branding in international markets. In Proceedings: International Symposium on Management of Technolog, ISMOT 2012. Institute of Electrical and Electronic Engineers IEEE. 2012. p. 87-91 https://doi.org/10.1109/ISMOT.2012.6679434