Service in the Global Marketplace


Service in the Global Marketplace, Special issue of Journal of International Marketing; Deadline 10 Feb 2013

Call for Papers: Journal of International Marketing

Service in the Global Marketplace

International services constitute a significant sector of the global economy that is growing exponentially. International services are especially complex in their management because of the intangibility of services, difficulties in standardizing services across national borders, and differences in perceptions of and preferences for customized services across countries and cultures. As services in the global marketplace are becoming increasingly important, there is a growing need for new insights into service issues faced by global marketing managers.

As such, this Special Issue intends to extend the current understanding of service topics in the field of international marketing. Manuscripts may be theoretical or empirical. This Special Issue seeks to publish leading research on service in global markets from the perspectives of strategy, modeling and consumer behavior. A primary criterion for assessing fit with the Special Issue is a manuscript’s ability to contribute to the service-based international marketing literature using rigorous theory and/or empirical methods.

Potential topics of interest include, but are not limited to:

  • The role of institutions and their influence on co-creation of value and collaborative efforts with customers, suppliers and stakeholders
  • The applicability of the foundational premises of S-D logic across global markets
  • Service infusion: global and cross-cultural issues
  • Customer service expectations across global markets
  • Cross-cultural service recovery
  • Global and/or cross-national diffusion of service innovations
  • Managing service innovations across borders
  • Creativity in cross-cultural service design and customer acceptance
  • Service productivity across global markets
  • The cross-roads of technology and service in global markets
  • Cross-cultural aspects of service quality
  • The role of service in fostering sustainability and/or green marketing strategies in global markets
  • Institutional challenges to service innovation across global markets
  • Service issues at the base-of-the- pyramid
  • Cross-cultural or cross-national consumer responses to service innovations
  • Co-production/co-creation in global service offerings
  • Cross-cultural differences in customers as resource integrators
  • Transformative service research in a global context
  • Resource-advantage theory applications to service exporting
  • Challenges faced by service exporters
  • The influence of cloud computing and other IT developments such as service-oriented architecture on the development and growth of global service systems

Deadline for Submission: February 10, 2013

Manuscripts must be submitted online at: Manuscripts will be entered into the review process beginning February 11, 2013.

Journal guidelines can be found at:

Questions pertaining to the Special Issue should be directed to:.

David A. Griffith
Editor, Journal of International Marketing
Professor of Marketing
Department of Marketing
College of Business and Economics
Lehigh University
621 Taylor Street
Bethlehem, PA 18015-3117
(p) 610.758.6530

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