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Perceived differences in the composition of goods and services forms the basis of a significant degree of analysis of the firm internationalisation process. In particular, product inseparability is highlighted as a distinguishing feature of service offerings and purports to explain the different approaches to internationalisation strategy adopted by service firms. The research, however, proposes that the division of goods and services into distinct products is outmoded. Rather, it is important to understand the extent of service components that embody, or are embedded in, a product offering. The authors argue that this “service embeddedness” influences the process by which a firm internationalises. The paper aims to discuss these issues.

Based on ten case studies of Australian international firms, this paper examines the impact of service embeddedness on a firm’s internationalisation process.

The research underlines that firms approach internationalisation with a view of ensuring that the various activities that combine to form their product offering are available to their international clients.

From an academic perspective, a dichotomous approach to products (good or service) underestimates the role that embedded services have on a firm’s internationalisation process. The research, therefore, has implications for researchers and practitioners as it highlights the importance of delivering products internationally that comprise of both good and embedded service components.

The research develops a deeper understanding of the extent and nature of separability within individual product categories from international production and operations perspectives.

Despite being a common term in the literature, there is little agreement about what the word “adaptability” means in the context of the built environment and very little evidence regarding practitioners’ understanding of adaptability. This paper aims to examine what practitioners in the building industry mean when they talk about “adaptability”.

This study adopted a qualitative approach, involving 82 unstructured face-to-face interviews with practitioners from a range of professional disciplines in the construction industry, including architects, engineers, facilities managers, property agents and planners. The interview transcripts were coded inductively to identify themes in the qualitative data.

The interview data revealed a wide range of perspectives on adaptability, particularly regarding terminology, the meanings practitioners associate with adaptability and the way in which these meanings are communicated to others in the industry. The applied meaning of adaptability varied depending on context.

Conflicting language, and different interpretations of adaptability, is a potential barrier to the development of adaptable buildings. A clearer articulation of the meaning of adaptability (particularly by clients) during briefing and design could give rise to a more appropriate level of adaptability in the built environment.

This study has addressed a gap in the existing literature by foregrounding the voices of industry practitioners and exploring their (sometimes very different) interpretations of adaptability in buildings.