Service branding in international markets

Sen Bao; Marja Toivonen; Markku Mikkola

doi:10.1109/ISMOT.2012.6679434

Service branding in international markets

Sen Bao, Marja Toivonen, Markku Mikkola

Research output: Chapter in Book/Report/Conference proceeding › Conference article in proceedings › Scientific

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 language	English
Title of host publication	Proceedings
Subtitle of host publication	International Symposium on Management of Technolog, ISMOT 2012
Publisher	IEEE Institute of Electrical and Electronic Engineers
Pages	87-91
ISBN (Electronic)	978-1-4673-4593-4
ISBN (Print)	978-1-4673-4592-7
DOIs	https://doi.org/10.1109/ISMOT.2012.6679434
Publication status	Published - 2012
MoE publication type	B3 Non-refereed article in conference proceedings
Event	7th International Symposium on Management of Technology, ISMOT 2012 - Hangzhou, Zheijiang, China Duration: 8 Nov 2012 → 9 Nov 2012

Conference

Conference	7th International Symposium on Management of Technology, ISMOT 2012
Abbreviated title	ISMOT 2012
Country/Territory	China
City	Hangzhou, Zheijiang
Period	8/11/12 → 9/11/12

Keywords

internationalization of services
service branding

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10.1109/ISMOT.2012.6679434

Cite this

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title = "Service branding in international markets",

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.",

keywords = "internationalization of services, service branding",

author = "Sen Bao and Marja Toivonen and Markku Mikkola",

note = "Project code: SerFinChi; 7th International Symposium on Management of Technology, ISMOT 2012, ISMOT 2012 ; Conference date: 08-11-2012 Through 09-11-2012",

year = "2012",

doi = "10.1109/ISMOT.2012.6679434",

language = "English",

isbn = "978-1-4673-4592-7",

pages = "87--91",

booktitle = "Proceedings",

publisher = "IEEE Institute of Electrical and Electronic Engineers",

address = "United States",

}

Bao, S, Toivonen, M & Mikkola, M 2012, Service branding in international markets. in Proceedings: International Symposium on Management of Technolog, ISMOT 2012. IEEE Institute of Electrical and Electronic Engineers, 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

TY - GEN

T1 - Service branding in international markets

AU - Bao, Sen

AU - Toivonen, Marja

AU - Mikkola, Markku

N1 - Project code: SerFinChi

PY - 2012

Y1 - 2012

N2 - 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.

AB - 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.

KW - internationalization of services

KW - service branding

U2 - 10.1109/ISMOT.2012.6679434

DO - 10.1109/ISMOT.2012.6679434

M3 - Conference article in proceedings

SN - 978-1-4673-4592-7

SP - 87

EP - 91

BT - Proceedings

PB - IEEE Institute of Electrical and Electronic Engineers

T2 - 7th International Symposium on Management of Technology, ISMOT 2012

Y2 - 8 November 2012 through 9 November 2012

ER -

Service branding in international markets

Abstract

Conference

Keywords

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Cite this