Systematic Service Internationalization Processes: The Case of M-ALPHA

The case study partner M-ALPHA is a service provider, specialized in implementing and maintaining call centers for support of digital and white goods. The company works with large companies in these industries and provides call center based solutions for them all over Europe. At the time of analysis, M-ALPHA had nine foreign locations and two locations in Germany, which were covering 24 languages. From preliminary interviews, it became clear that their main reason for the internationalization of services can be drawn back to the principle of

following their clients abroad

. Most of the clients of M-ALPHA are pursuing partner consolidation programs, i.e., they are reducing the number of partners and are remaining with only two or three partners for each service area or region. M-ALPHA is already one of those selected partners. Subsequently, MALPHA is focusing on staying preferred partner of its clients.