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Descripción de editorial
Service is by definition immaterial, intangible, made by individuals, the standardization of services is the Grail that all business sectors are looking for without ever successfully reaching it. Obviously there will be attempts to implement standards and wills of standardization. However, on one hand, these theories will be confronted with their human implementation; on the other hand, we may doubt the good reception of the offered service. Indeed, we know the importance of customer involvement in the construction of a service, and the history of the internationalization of services showed us numbers of failures when this dimension has been neglected. Services can internationalize, but it is much more difficult to globalize. When products are consumed, they cannot be adapted to be permanently relevant. And if in the beginning, the idea, the proposal emerges in a country, the only possibility for it to expand to another country will take into account the specifics of the latter.
How does France evolve in this context, more particularly its corporate? France is considered too often as the country of French companies with French capital only, producing only in France and only exporting their own local production with employees from its regions. However, in the last thirty years and more intensively in the last fifteen, French companies have dramatically internationalized with great successes.