Service Marketing in a Cross-Culture Environment: A case of Elekta China (Management Project)

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Aim: The aim of this research is to explore how the Leksell Gamma Knife survives in a cross-cultural environment by analyzing how adaptation/standardization, trust and network development overcome the challenges created by intangibility and heterogeneity of service, in the case of Elekta China.

Method: Data was collected from Elekta China through questionnaires and interviews. Subsequently, qualitative data was used to analyze the differences and similarities between empirical findings and theory.

Result: According to the exploration of the adaptation/standardisation, trust and network functioning in the international services marketing, it is shown that these variables play an important role in overcoming the intangibility and heterogeneity of health care service, in the Chinese market. Moreover, culture and communication are found to be imperative factors in the development of international marketing processes.

Suggestions for future research: This research study focuses on a single organization in China. Direct observation is essential even if it costs time and money. It is worth doing because it may provide contextual data from the observed environment. A study from the perspective of competitors could be considered as a new angle for further study.

Contribution: This study tests the Process of International Services Marketing model advocated by Hyder and Fregidou-Malama in the Chinese market. The three variables, namely adaptation/standardization, trust, and network are proved to effectively reduce the intangibility and heterogeneity of service in the Chinese market. Furthermore, we modified the existing model by taking communication and culture into consideration. The results can help to draw foreign managers‟ attention to the variables of culture and communication when entering a new international market.
Source: University of Gävle
Author: HONG, SISONG | LIN, SHUNZHAO

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