Global growth of service innovation: influence of national culture and organizational structure

摘要

International company's value creation in service related activities grow with its service innovations and its service manager's knowledge of cultures and organizational structures of target markets. This research focuses on the relationships between cultural heterogeneity of the global service market and service innovation growth at country and firm levels. The study links service innovation growth with national culture and four organizational structures - market, family, pyramid, and machine. The article presents analysis based on statistical test results from a sample of forty-three countries and suggests ways of making effective managerial decisions.