Offer Formation by Foreign Entities in the Service Sector in Poland. Between Standardisation and Adaptation
Offer Formation by Foreign Entities in the Service Sector in Poland. Between Standardisation and Adaptation

Summary/Abstract: The growing importance of the service sector in economies, with the simultaneousintensification of competitive phenomena, prompt service enterprises toundertake expansion into foreign markets. Making the decision concerning internationalisationis connected not only with the choice of the target market, but alsothe concept of marketing activities carried out therein, including those related tothe shape of service offer. There ought to be resolved the dilemma connected withthe scope of its standardisation. The aim of the article is to identify the degree ofstandardisation of the services provided in the Polish market by entities with foreigncapital and to determine the impact of the variables characterising the organisationon its propensity to standardise or to adapt its service offer. The basis for considerationsis findings of the empirical survey among managers of the services enterpriseswith foreign capital operating in Poland. They show their high propensity to full orpartial standardisation of the service offer; however, there is not any statisticallysignificant differentiation of this process depending on the features of the servicecompanies in question. The article is of research nature.

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