Intercultural Service Encounters

Piyush Sharma is Professor of marketing at Curtin University, Australia. With over 30 years of experience in industry and academia, his research covers services and international marketing, cross-cultural consumer behaviour, self-regulation, marketing strategy and marketing-finance interface. Piyush serves in editorial roles for many major international marketing journals.

• 1. Introduction.- 2. Literature Review and Theoretical Background.- 3. Intercultural Service Encounters.- 4. Research Directions and Implications.