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From outsider to insider: how creative professional service firms internationalise

McQuillan, Deirdre, Sharkey Scott, Pamela and Mangematin, Vincent (2018) From outsider to insider: how creative professional service firms internationalise. International Marketing Review, 35 (5). pp. 869-888. ISSN 0265-1335

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Abstract

Creative professional service firms (CPSFs) including architecture, advertising and fashion design firms (Von Nordenflycht, 2010, Hesmondhalgh, 2002, Throsby, 2001) depend on their reputation to signal the quality of their offering and attract business (Lu et al., 2012, Hitt et al., 2006, Cooper et al., 2000, Rose, 1998). The criteria for assessing broad appreciation and social approval of CPSFs, their activities and outputs tends to be culturally and institutionally embedded in the local markets in which they operate (Faulconbridge and Muzio, 2012, Pratt and Jeffcut, 2009). The challenge for CPSFs therefore is to signal the quality of their activities and outputs when internationalising in new markets.

Item Type:Article (Published)
Refereed:Yes
Uncontrolled Keywords:Professional service firms; Networks; Reputation; Creative industries; Signalling; Insidership; International business process; Organizational status; Outsidership
Subjects:Business > Marketing
DCU Faculties and Centres:DCU Faculties and Schools > DCU Business School
Publisher:Emerald
Official URL:https://doi.org/10.1108/IMR-09-2013-0207
Copyright Information:©2018 Emerald
Use License:This item is licensed under a Creative Commons Attribution-NonCommercial-Share Alike 3.0 License. View License
ID Code:24021
Deposited On:13 Dec 2019 14:32 by Fran Callaghan . Last Modified 13 Dec 2019 14:32

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