The resource matching foundations of competitive advantage Academic Article uri icon

abstract

  • PurposeThe extant international service marketing literature focuses heavily on the impact of globalization on the outward process of the internationalization of service firms. The purpose of this paper is to propose scholars examine international service marketing from a different perspective, that of the globalization of domestic markets and the existence of global segments throughout the world.Design/methodology/approachThe paper uses resourceadvantage theory and a congruence approach to suggest that the alignment of resources with consumer needs in the globalized domestic market leads to competitive advantage for the firm.FindingsIt can be argued that this alignment will lead to the replication of the competitive advantage across global segments in expansion to new markets.Originality/valueThe paper provides two significant contributions to the literature: a new perspective for considering the globalization of services that incorporates the challenges of operating in globalized markets; and develops seven propositions that can serve as a foundation for a stream of research on the globalization of services.

published proceedings

  • International Marketing Review

author list (cited authors)

  • Seggie, S. H., & Griffith, D. A.

citation count

  • 23

complete list of authors

  • Seggie, Steven H||Griffith, David A

publication date

  • May 2008