ABSTRACT
SUMMARY. The purpose of this paper is to explore perceptions of the factors that both drive and inhibit success of multinational professional services firms in an Asian market, specifically in Korea. This study examines how multinational professional services firms in Korea are positioned with regard to service attributes. Through surveys and in-depth interviews, researchers explored MNC perceptions of critical dimensions of service success and failure in Korea. Results offer insights into the decision processes of non-Asian firms engaged in services marketing in Asia. [Article copies available for a fee from The Haworth Document Delivery Service: 1-800-342-9678. E-mail address: <getinfo@haworthpressinc.com> Website: < https://www.HaworthPress.com > © 2001 by The Haworth Press, Inc. All rights reserved.]
