The Internationalization of Services
Service Expansion Strategies Multisite Same service in multiple locations Multiservice New services at existing locations Multisegment Different class of service for a new market segment at new or existing locations
Issues Posed by Internationalization of a Strategic Service Vision
Market Identification Opportunistic, Not Well Planned Coopers & Lybrand’s in Hungary Reactive Expansion due to the needs of a major client (Ford in Hungary) Better Planned Expansion Efforts Fast Food Operations in Easter Europe McDonalds Disney in Japan and Europe
Entry Strategies With the use of a local partner Tokyo Disneyland (Oriental Land Co.) McDonalds International Expansion Local partners acts as guides in site selection, restaurant design, marketing and public relations Without Local Partners EuroDisney in Paris