Internationalization of services: identifying the building‐blocks for future research

Purpose – Internationalization of services is emerging as an important area of research as more and more service firms are going abroad in greater numbers than ever before. This special issue is an attempt to encourage and guide research in the area of internationalization of services, and this article aims to introduce the issue. Design/methodology/approach – A framework is presented as a guiding template for future research in marketing of services internationally. Findings – This article illustrates that the special issue offers intellectual contributions and calls for more theory building and testing the theory suitable to internationalization of services. Originality/value – The article presents a framework and discusses the papers within this framework.