Inward Internationalisation of Consumer Services: Lessons from Australian Educational Firms
Bianchi, Constanza (2008) Inward Internationalisation of Consumer Services: Lessons from Australian Educational Firms. In 37th EMAC Conference : Marketing landscapes - a pause for thought, April 27-31, 2008, Brighton.
A critical issue facing services firms is how to succeed internationally. Most research has focused mainly on the outward export process of service firms. Inward exports of consumer services, such as education and tourism, have been less researched from an international marketing point of view. Through interviews with Australian educational institutions, this research attempted to understand the export of services that attract foreign consumers to the domestic market. Data show that domestic cultural differences and government restrictions are relevant barriers for these firms. Furthermore, the role of government support in promoting the home country as a viable destination is key for international success.
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|Item Type:||Conference Paper|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
|Copyright Owner:||Copyright 2008 (please consult author)|
|Deposited On:||11 Jul 2008 00:00|
|Last Modified:||29 Feb 2012 13:42|
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