Service Marketing

Based on the description of the Walmart case at the beginning of the chapter, identify the drivers for internationalization in the retail sector.

Why was Walmart in the end not successful?

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What would have been a better approach to enter the German/European market?

Analyse the challenges and opportunities faced by the call-centre sector with respect to internationalization. See the report in Financial Times ‘India learns language of customer service’, Financial Times, 4 April 2001.

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