Daniel Rajaratnam

International services: perspectives at century’s end

As the twentieth century draws to a close, trade in services has begun to dominate the economies of many nations. International trade in services has also grown significantly, yet little research has been undertaken to understand international services. Theory lags practice by a considerable degree. This paper examines the international trade and services marketing literature, develops a definition and classification scheme of four types of international services, discusses recent trends in international services data and presents some perspectives on the future of international services.

The Effect of Business Strategy Type on Marketing Organization Design, Product-Market Growth Strategy, Relative Marketing Effort, and Organization Performance

This article reports an empirical investigation of the underlying relationships between business strategy type, the design of the marketing function, product-market growth strategies, relative marketing effort, and organization performance in 410 firms across a cross-section of six service industries. Business strategy type was operationalized by using the Miles and Snow (1978) typology which characterizes businesses as defenders, prospectors, analyzers, or reactors based on their product-market scope. The fmdings provide empirical support to the Miles and Snow (1978) typology in everyone of the six service industries. The managerial implications are presented and discussed.

Is the Japanese marketing system changing? An empirical study

This paper compare the findings of a survey of US firms operating in Japan in the seventies with the findings of a similar survey which was conducted in the nineties. Experiences of these firms with distributing their products, direct marketing, Japanese consumer preferences, and other aspects of marketing, are analyzed. Responses of firms selling consumer products are compared to those of firms selling only industrial products. Findings from this study will provide insights to both business executives as well as researchers.