International services marketing: review of research, 1980‐1998

The literature on international services marketing from 31 academic journals in the period 1980 to 1998 is reviewed. This time frame contains the largest proportion of scholarly works published on international services marketing to date. Results reveal that the extant literature is relatively sparse, with much research focused on highly specific industries or topic areas. Major findings from leading sectors as well as from general works are presented. The special characteristics of services are discussed in light of requirements for successful international marketing success. A call is made for future research which can extend international services marketing with regard to needed theories, models and constructs.