Charting a course for global service expansion! This paper addresses the increasing importance of international trade in services and the globalization of back-room operations. It recognizes that service managers can no longer ignore international competition and need a framework for developing a global service strategy. The study addresses two key questions: how to classify services in terms of their potential for global movement and how these factors translate into specific globalization strategies. Key dimensions for classifying service operations include consumer involvement, customization, complexity, and labor intensity. It examines five generic strategies: multi-country expansion, importing customers, following your customers, service unbundling, and beating the clock. These insights provide service managers with a valuable toolkit for developing and implementing successful global service strategies. The paper offers practical guidance for navigating the complexities of international service markets and maximizing opportunities for growth and competitiveness.
As the International Journal of Service Industry Management has a broad scope covering various aspects of service operations, this research is a good fit. This research contributes to the journal’s overarching goal of disseminating knowledge related to effective management practices within the service sector and also focuses on identifying different generic strategies.