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The resource matching foundations of competitive advantage: An alternative perspective on the globalization of service firms

Steven H. Seggie (Department of Management, Bilkent University, Ankara, Turkey)
David A. Griffith (Department of Marketing, The Eli Broad Graduate School of Management, Michigan State University, East Lansing, Michigan, USA)

International Marketing Review

ISSN: 0265-1335

Article publication date: 30 May 2008

Abstract

Purpose

The 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/approach

The paper uses resource‐advantage 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.

Findings

It can be argued that this alignment will lead to the replication of the competitive advantage across global segments in expansion to new markets.

Originality/value

The 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.

Keywords

Citation

Seggie, S.H. and Griffith, D.A. (2008), "The resource matching foundations of competitive advantage: An alternative perspective on the globalization of service firms", International Marketing Review, Vol. 25 No. 3, pp. 262-275. https://doi.org/10.1108/02651330810877207

Publisher

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Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited