Wiring and growing the technology of international services marketing

Abstract

The metaphors of “wiring” and “growing” are used to describe the infusion of technology into international services marketing. An example of wiring and growing the technology of international services marketing is examined. The wiring metaphor for services technology is a mechanistic metaphor for the need to build a technological infrastructure to support the international services organization, employees and customers. The growing metaphor for services technology is an organic metaphor for the need to create international service systems that are responsive to the human needs of organizations, employees and customers. Future challenges for the application of technology to international services marketing problems are explored.