The internationalization behaviour of small‐and medium‐sized service enterprises

This paper concerns itself with the internationalization behavior of service companies in general, and tourism service companies in particular, and is based on the literature dealing with the internationalization process (Johanson and Vahlne, 1977; Johanson and Vahlne, 1990). An attempt will be made to identify the problems of small and medium‐sized service enterprises which are faced with the entry strategies into foreign service industries markets, and includes tourism enterprises, advertising, and consulting firms. Both the theoretical and empirical discussion of this paper should have a direct relevance upon the behavior of Asian outbound tourism agencies as they adjust to the new requirements associated with long haul tourism to European or other overseas destinations.