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The Web overcomes many of the traditional problems inherent in the marketing of international services. In this new era of cyberservice, marketing managers must reappraise their approach to marketing services in general and international services in particular. The defining characteristics of services—intangibility, simultaneity, heterogeneity, and perishability—are a service marketing challenge but can be managed successfully, because the Web is an outstanding tool for mass customization that combines the best of mass production and customization. The authors use a series of exemplary cases to illustrate how international firms can use the Web to enhance the marketing of services across national boundaries. They offer a diagnostic checklist that can be employed to evaluate the effectiveness of a firm's Web site in providing international services.
Berthon et al. (Sun,) studied this question.