From outsider to insider: how creative professional service firms internationalise

Abstract

Purpose

The management of reputation and status is central to creative professional service firms (CPSFs) rendering the internationalisation process a particular challenge. The authors build on arguments that internationalisation requires moving from outsidership to insidership within client networks and focus on how CPSFs build signals about quality to start this process. The paper aims to discuss these issues.

Design/methodology/approach

The exploration draws from the international business, professional services and organisational status bodies of literature. A multiple case study design was developed comprising ten Irish architecture firms. In-depth semi-structured interviews were conducted.

Findings

The findings clarify how relationships start in the internationalisation process through signal building about quality. This allows CPSFs to join client networks moving from outsidership to insidership. The findings systemise three different approaches for CPSFs: from outsidership to insidership within a local market network, within a global industry network and within a global project network.

Research limitations/implications

Research within other sectoral and geographical contexts could support transferability of the findings.

Practical implications

The study has implications for international business strategies as it identifies multiple paths to relevant network insidership and the tactical responses managers can use to achieve this.

Originality/value

The authors believe that incorporating signal-building mechanisms into the internationalisation process is a novel approach to theorizing about how CPSFs move from outsidership to insidership. The authors offer important theoretical insights into the international business, professional service firm and organisational status literatures. CPSF business leaders should benefit as it helps them to focus on a portfolio of signal-building approaches that can start the internationalisation process.

Citation

McQuillan, D., Scott, P.S. and Mangematin, V. (2018), "From outsider to insider: how creative professional service firms internationalise", International Marketing Review, Vol. 35 No. 5, pp. 869-888. https://doi.org/10.1108/IMR-09-2013-0207