Executive insights: Virtual services go international: International services in the marketspace

The Web overcomes many of the traditional problems inherent in the marketin g of international services. In this new era of cyberservice, marketing man agers must reappraise their approach to marketing services in general and i nternational services in particular The defining characteristics of service s-intangibility, simultaneity, heterogeneity, and perishability-are a servi ce marketing challenge but can be managed successfully, because the Web is an outstanding tool for mass customization that combines the best of mass p roduction and customization. The authors use a series of exemplary cases to illustrate how international firms can use the Web to enhance the marketin g of services across national boundaries. They offer a diagnostic checklist that can be employed to evaluate the effectiveness of a firm's Web site in providing international services.