Global Strategy in the Service Industries

Global service industries are at the centre of today’s most important strategic transformations. Digital platforms, artificial intelligence, sustainability, healthcare innovation and cross-border service ecosystems are redefining how firms create value and compete internationally. This thoroughly revised second edition offers a contemporary textbook on global strategy in the services industries. It combines academic theory, strategic frameworks and applied case studies to explain how service firms analyse markets, internationalise, co-create value, manage digitalisation and respond to social, ecological and cultural change. With case studies on Starbucks, Uber, Adidas, Fresenius, Alibaba, Philips, Boehringer Ingelheim, and more, the book equips readers with the analytical tools needed to understand global service competition in an increasingly digital and interconnected world. Designed as a textbook for undergraduate and postgraduate courses in international business, global strategy, service management and digital transformation, this volume helps readers connect academic theory with strategic decision-making in real-world service industries.