Internationalisation of experience-centric services

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.