A Comparative Study on Localization of Service Strategies

서비스 전략 현지화 국제비교 연구 -한국과 싱가포르에 진출한 외국인 투자 서비스 기업을 중심으로-

  • Nho, Jeon-Pyo (Department of Business Administration, Yonsei University)
  • 노전표 (연세대학교 경법대학 경영학과)
  • Published : 2000.07.31


The purpose of this study is to compare the service strategies of foreign service firms between Singapore and Korea, relative to the country where their headquarters are located. Specifically this study investigates (1) how the service strategies are adaptively executed based on local circumstances, (2) to what extent the cultural and legal environments of the two countries are different, and (3) how the differences in the environments affect the adaptation of the service strategies. The findings of this study indicate that there exists the perceptual differences in the legal environments between Singapore and Korea, but no significant differences are found in the cultural environments. The differences in the legal environments, however, do not affect the adaptation of the service strategies. Interestingly enough, the foreign service firms in Singapore perceive less sensitively the need for adapting service strategies. But the foreign service firms in Korea perceive more sensitively the need for the adaptation.