Countless determinants of export success that are supposed to help managers reduce the failure rates of export ventures have been identified. Despite this abundance of studies, however, little is known about the determinants of the internationalization success of services. In this paper, based...

Purpose This paper aims to provide an empirical investigation into extension category effects on service brand extensions, both to other services (service–service extensions) and to products (service–product extensions), and the extension category’s influence on brand/consumer-level...

Purpose – Business‐to‐business (B2B) manufacturing firms increasingly integrate services into their product portfolios under the same brand umbrella. This article aims to develop a conceptual model of the drivers of success for such B2B product‐to‐service brand extensions....