Article: Internationalisation of experience-centric services Journal: International Journal of Services and Operations Management (IJSOM) 2025 Vol.51 No.3 pp.316 - 336 Abstract: This article explores the internationalisation process of experience-centric service operations. Based on the theories of internationalisation of services and experience-centric service operations, we present a conceptual framework by undertaking multiple case studies in four international companies that operate in Brazil: Starbucks, Hard Rock Cafe, M.A.C Cosmetics, and Apple Store. We find that most companies' internationalisation process is supported by partnerships, allowing the necessary adaptation of products and processes. Three new aspects emerge from the data: the processes standardisation, employee's diversity, and organisational culture alignment. Based on the results, we extend the framework to formulate five theoretical propositions. By identifying the importance of diversity within organisations, we contribute to the perception of inclusion within organisations so that a greater part of society can feel welcomed and represented within the corporate world. Overall, our article not only makes theoretical contributions, but also delivers important practical implications. Inderscience Publishers - linking academia, business and industry through research

Title: Internationalisation of experience-centric services

Authors: Sofia Vitorino Dias; Fernando Luiz Emerenciano Viana; Afonso Carneiro Lima

Addresses: Graduate Program in Business Administration, University of Fortaleza, Av. Washington Soares, 1321, CEP: 60811-905, Fortaleza, Ceará, Brazil ' Graduate Program in Business Administration, University of Fortaleza, Av. Washington Soares, 1321, CEP: 60811-905, Fortaleza, Ceará, Brazil ' Graduate Program in Business Administration, University of Fortaleza, Av. Washington Soares, 1321, CEP: 60811-905, Fortaleza, Ceará, Brazil

Abstract: This article explores the internationalisation process of experience-centric service operations. Based on the theories of internationalisation of services and experience-centric service operations, we present a conceptual framework by undertaking multiple case studies in four international companies that operate in Brazil: Starbucks, Hard Rock Cafe, M.A.C Cosmetics, and Apple Store. We find that most companies' internationalisation process is supported by partnerships, allowing the necessary adaptation of products and processes. Three new aspects emerge from the data: the processes standardisation, employee's diversity, and organisational culture alignment. Based on the results, we extend the framework to formulate five theoretical propositions. By identifying the importance of diversity within organisations, we contribute to the perception of inclusion within organisations so that a greater part of society can feel welcomed and represented within the corporate world. Overall, our article not only makes theoretical contributions, but also delivers important practical implications.

Keywords: internationalisation of services; services operations; operations strategy; experience-centric services.

DOI: 10.1504/IJSOM.2025.147064

International Journal of Services and Operations Management, 2025 Vol.51 No.3, pp.316 - 336

Received: 16 Nov 2022
Accepted: 26 Mar 2023
Published online: 10 Jul 2025 *

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Title: Internationalisation of experience-centric services

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