Inward export performance and export marketing strategy in service industry: review and a conceptual framework

Abstract

The globalization of the marketplace in recent years has made it vital for firms to look for opportunities beyond domestic markets, not only for growth but also to survive. Despite the remarkable growth of service exports and the contributions of the service sector to the global economy, there is scant knowledge about what drives export performance of service sector, especially in inward export. Inward export is a form of export in which foreign consumers move to the service provider’s country. A large portion of researches mainly emphasise on outward export of service and little attention has been given to inward export of services. Therefore, this study attempts to review the relationship between standardization/adaptation of export marketing strategy and export performance focusing on inward export in services. This study contributes to the understanding towards adaptation and standardization export marketing strategy and its relationship with inward export performance of service sector industry.