From outsider to insider: how creative professional service firms internationalise
International Marketing Review
ISSN: 0265-1335
Article publication date: 13 July 2018
Issue publication date: 23 August 2018
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.
Keywords
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
Publisher
:Emerald Publishing Limited
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