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Introduction
This report compiles the
bibliography and research on Services carried out in Spain during 1998.
As Internationalisation of Services was considered of special
importance to be analysed in this year report, it has been included in
a first and different item. This section will deal with
internationalisation from two approaches: Marketing and Advertising on
the one hand, and Foreign Direct Investment, Franchising and
International Trade on the Other.
The other aspects
studied on services which can be find a second item of this report.
These other aspects considered are Services and Employment,
Localisation of Services, Liberalisation and Privatisation of Services
and Growth and Productivity of Services.
In both parts of
this report and in every dealed subject there is information on the
trends which have been observed by the empirical research contained in
the bibliography.
INTERNATIONALISATION OF SERVICES
Marketing & advertising
International marketing and
advertising are more and more important for the expansion of firms
abroad. Thus, international marketing is acquiring own characteristics
which diferentiate it from the general marketing and which justify its
separate study, as foreseen and established in earlier times by Bartels
(1968) . The purpose of International Marketing is to study the market
structure in a wider context than in the domestic one. International
Marketing is addressed to firms expanding abroad in order to help them
to succeed in a strange environment. Thus, international marketing must
take into account the physical, technological, economic, social, legal,
political and cultural circumstances of this environment according to
each country and it is especially demanded when differences are bigger.
Advertising is
one of the forms in which marketing is materialised. It has become an
intangible asset for many enterprises in a more and more competitive
and globalised world and it can contribute to tangibilise services.
Advertising seems to be very well integrated in the economic system. It
can be noticed by these facts: advertising is procyclical, it presents
a high correlation with the sales of service and manufacturing firms
and advertisers go abroad when their customers decide to carry out all
of part of their production abroad.
Foreign
direct investment, franchising and international trade
Foreign direct investment and
their related activities have grown over the last years to
unprecedented levels due to the economic growth, to the technological
development and to the settlement of multilateral negotiations. The
activity of firms abroad can be understand as a necessary but not
sufficient condition to get a globalised economy. Foreign direct
investment is a way of globalisation but not the only one. There are
other forms of globalisation such as international trade, exports,
franchising, cooperation among enterprises and strategic alliances.
Foreign direct
investment and their related activities have grown over the last years
to unprecedented levels due to the economic growth, to the
technological development and to the settlement of multilateral
negotiations. The activity of firms abroad can be understand as a
necessary but not sufficient condition to get a globalised economy.
Foreign direct investment is a way of globalisation but not the only
one. There are other forms of globalisation such as international
trade, exports, franchising, cooperation among enterprises and
strategic alliances.
Within the field
of services the international expansion of firms has been especially
important due to the growing weight of services within the developed
economies, to the particular features of services which demand
proximity between consumer and producer. This necessary proximity has
made service enterprises to follow their customers when they produce
abroad. Finally internationalisation in services has been also achieved
through multilateral negotiations. GATS (General Agreement on Trade in
Services) has established a framework leading to the liberalisation of
services in terms of trade. Foreign Direct Investment general and of
course in services has not been so lucky and is demanding a
Multilateral Agreement on Investment, which could guarantee equity
conditions and fair play to multinationals.
It is especially
interesting in the field of services the study of the comparative
behaviour of national and multinational enterprises, which leads the
pattern of manufacturing, in the sense that foreign enterprises show
clear advantages over the national ones.
Franchising has
become a good vehicle of internationalisation and it permits to exceed
the local dimension. According to Oman, C. (1984) , it is a good
example of the new forms of investment which are changing the
traditional ways characterised by capital acquisition for strategic
alliances and links among enterprises. These allow to enter in a
growing number of national markets without having a big size and to
take advantage of the better knowledge of the local enterprises.
Franchising is also a means to transmit cultural and consumption
patterns.
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PART
II: OTHER FIELDS OF RESEARCH ON SERVICES
Services and employment
From a macroeconomic point of
view, services have originated an intense process of job creation.
61.8% of the total employment in Spain lies in the service sector,
which reinforces the consideration of the Spanish economy as a tertiary
one. Financial and Insurance Services together with Business Services
have had the most expansive behaviour in terms of employment.
From a
microeconomic approach, three are the main fields of study: general
features and evolution of employment, qualifications and use of
technology, services employment and time (temporary jobs, part-time
jobs, etc.).
Results point out
a high level of heterogeneity in services regarding qualifications,
which leads to a polarisation and to a growing demand of educational
requirements in some services. Technological differences leads to
different characteristics and evolution of employment in the service
activities.
Finally, prospect
analysis stand out Communications, Business Services, Cultural and
Spare Services as the ones with the highest opportunities of future
growth in terms of employment.
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Localisation
of services
Localisation theory is dealing
mainly today with the concepts of network and with the application of
the new technologies and its impact on regions and its effect in terms
of employment. The geographical distribution of qualifications and the
processes of information difussion on job opportunities in the service
sector are also important fields of study.
Specific research
has been carried out on the Localisation of Services and especially of
Business Services in Madrid, due to its dynamism (Business Services is
an important source of employment), to their productivity and to the
specialization of Madrid in this kind of services in the framework of
very intense relations of manufacturing and services. Not all the
activities integrated under the name Business Services have the same
behaviour. Computer Services and Consultancy are the activities which
have contributed most to the growth of Business Services in Madrid
which could be related to I+D and new technologies investment.
Madrid has become
in the core within Spain of the provision of Business Services due to
agglomeration economies, proximity to decision centres, qualified
employees, market access and good communications.
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Liberalisation
and privatisation
The need of liberalisation and
privatisation of industry and public services has been very important.
In the case of services it is very important in order to get a bigger
competition in a sector traditionally closed to it. Competence is seen
as a determinant variable to get an improve in the efficiency.
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Growth
and productivity of services
Business services have become one
of the most dynamic activities in modern economies. Their growth rates
in value added and employment support its outstanding position.
Research identifies short-term cyclical and long-term structural
components in the business services growth revealing that the
structural component is more relevant than the cyclical one. The
available data for some main OECD countries show that there is still a
potential margin for further structural growth for business services.
The analysis of
productivity of services is essential due to the importance of the
service sector in the most advanced economies and contributes to the
improvement of the decisons of the economic policies. Advanced Business
Services must be especially studied due to their high productivity
despite their great employment absorption, to the contribution of the
productivity of other industries and to the strong presence of Business
Services in the most developed countries.
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Références
Marketing
and advetising :
• BRADLEY, F. y O'REAGÁIN,
S. (1998): "Comportamiento orientado por el mercado:
internacionalización y otros antecedentes seleccionados". ICE,
n. 774, noviembre
• CERVIÑO FERNÁNDEZ,
J. (1998): "Política y estrategia internacional de marca:
teoría, modelos y tendencias actuales". ICE, n. 774, noviembre
• DÍAZ MIER, M. A. (1998):
"Marketing internacional: consideraciones generales y
bibliografía"; ICE, n. 774, noviembre
• OTERO SIMÓN, M. A.
(1998): "Globalización de mercados y política
internacional de precios" ICE, n. 774, noviembre
• FERNÁNDEZ
FERNÁNDEZ, M. T. y RUBALCABA BERMEJO, L. (1998): "The role of
foreign and national advertising firms in the activity of manufacturing
and service enterprises" presented to the VIII Congreso Anual de RESER
(Berlín, 8-10 October).
• MUÑIZ MARTÍNEZ, N.
(1998): "Evolución de la distribución comercial en Europa
a través del análisis de grupos estratégicos".
ICE, n. 774, noviembre
• SARABIA SÁNCHEZ, F. J.
(1998): "La segmentación de mercados en el ámbito del
marketing internacional" ICE, n. 774, noviembre
• VARELA GONZÁLEZ, J. A. y
CALVO SILVOSA, A. (1998): "Comportamiento orientado por el mercado:
internacionalización y otros antecedentes seleccionados. Una
investigación empírica". ICE, n. 774, noviembre
Foreign direct investment, franchising and international trade :
• CALZADA TERRADOS, B. (1998):
"Madrid, capital financiera internacional"; Situación BBV, Serie
Estudios Regionales. Editado por el servicio de estudios de Banco
Bilbao Vizcaya.
• DÍAZ MIER, M. A. (1998):
Implicaciones de la internacionalización de la economía
española sobre el sector servicios. Proyecto de
Investigación de la Universidad de Alcalá.
• GÁMIR DE ORUETA, A. y
MÉNDEZ GUTIÉRREZ DEL VALLE, R. (1998): "Las cadenas de
franquicias en España: estrategias empresariales y
localización espacial; Documento de Trabajo de SERVILAB n. 2/98
• PALAZUELOS, E. (1998): La
globalización financiera e internacionalización del
capital financiero a finales del siglo XX; Editorial Síntesis
Económica. Serie Actualidad.
• RUBALCABA BERMEJO, L.,
FERNÁNDEZ FERNÁNDEZ, M.T., MANCHA NAVARRO, T. y
MAÑAS ALCÓN, E. (1998): La presencia de capital
extranjero en las actividades de servicios: análisis de las
inversiones directas y de la actividad comercial. Proyecto de la
Universidad de Alcalá
Serices and employment
• IGLESIAS, C., MESSINA, J. Y
CUADRADO, JR: (1.998): 'El futuro del empleo en España. Pautas
de cambio, evolución reciente y prospectiva de las
cualificaciones laborales terciarias'. Revista ICE, 775, páginas
103-111
• GENARO, M.D. (1.998): El mercado
de trabajo del sector servicios: 1987-1997. Especial referencia al
cambio ocupacional. Tesis Doctoral. Dpto. de Economía Aplicada.
U. de Granada.
• MARIMON, R. Y ZILIBOTTI, F.
(1.998): 'Actual versus virtual employment in Europe. Is Spain
different?. European Economic Review, 42.
• TOHARIA, L., ALBERT, C.,
CEBRIÁN, I., GARCÍA-SERRANO, C., GARCÍA-MAINAR,
I., MALO, M.A., MORENO, G. Y VILLAGÓMEZ, E. (1.998): El mercado
de trabajo en España. McGraw-Hill. Madrid
• JIMENEZ, E., BARRIERO, F. Y
SÁNCHEZ, J.E. (1.998): Los nuevos yacimientos de empleo. Los
retos de la creación de empleo desde el territorio.
Fundación CIREM. Barcelona
Localisation of services :
• ARROYO FERNÁNDEZ, M. J. y
DEL RÍO GÓMEZ, C. (1998): "El sector servicios en Madrid.
Una visión de conjunto"; Situación BBV, Serie Estudios
Regionales. Editado por el servicio de estudios de Banco Bilbao Vizcaya.
• RUBALCABA, L., GAGO, D., y
ORTÍZ, A. (1.998): "Servicios a empresas en la Comunidad de
Madrid: crecimiento y localización"; "; Situación BBV,
Serie Estudios Regionales. Editado por el servicio de estudios de Banco
Bilbao Vizcaya.
• RUBALCABA, L., GAGO, D.,
ORTÍZ, A. y CUADRADO, J.R. (1.998): Crecimiento y
geografía de los Servicios a Empresas en el contexto de la nueva
sociedad servindustrial: el caso de la Comunidad de Madrid. Instituto
de Estadística. Consejería de Hacienda. Comunidad de
Madrid.
Liberalisation and privatisation :
• RUBALCABA, L., GAGO, D.,
ORTÍZ, A. y CUADRADO, J.R. (1.998): Crecimiento y
geografía de los Servicios a Empresas en el contexto de la nueva
sociedad servindustrial: el caso de la Comunidad de Madrid. Instituto
de Estadística. Consejería de Hacienda. Comunidad de
Madrid.
• SORIA, BRUNO;GONZALEZ, JUAN JOSE
(1998): "¿Un nuevo paradigma de operador de
telecomunicaciones?"; Harvard-Deusto Business Review, n. 86, pp. 48-54
Growth and productivity of services :
• RUBALCABA BERMEJO, L.;
ORTÍZ VIDAL-ABARCA, A. y MANCHA NAVARRO, T. (1998):
"Crecimiento, productividad y servicios avanzados en Europa:
implicaciones para la política económica." Documento de
Trabajo de SERVILAB, n. 1/98
• CUADRADO ROURA, J. R. and
RUBALCABA BERMEJO, L. (1998): "The Growth of Business Services and the
Economic Cycle"; 38th Congress of the European Regional Science
Association; 28 Aug.- 1 Sept., Vienna.
RESER survey 2004, I.C.T. and Service relationship in the global economy
