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Marketing et technologie : un duo gagnant pour l'internationalisation des services


  • Annie Munos

    (MKT - Marketing - Grenoble École de Management (GEM))


The service industry firms that succeed in going international are those that have been able to judiciously combine distinctive marketing competencies with economic and behavioural choices both upstream and at the final market level. Thus, in as far as marketing is concerned, the firm must first perform like a veritable service profession and build a reputation for excellence. At the economic level, it relies on strong political and commercial relationships. Technologically, it must possess the necessary expertise to better master the management of activity flows and better control the multicultural interactions that may hamper its service activities and reputation for excellence. Those are three main subjects that we study in this paper based on examples from French and American mass distribution.

Suggested Citation

  • Annie Munos, 2000. "Marketing et technologie : un duo gagnant pour l'internationalisation des services," Working paper serie RMT - Grenoble Ecole de Management hal-00450059, HAL.
  • Handle: RePEc:hal:gemwpa:hal-00450059
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