Opening the 'non-manufacturing' envelope: The next big enterprise for international business research

This study surveys recent work, published in four International Business journals, that has focused on the non-manufacturing sector which includes the 'services' sector. It documents the nature of scholarship in this area, identifies opportunities for future work, highlights some important challenges of undertaking such work, and suggest a few starting points for a more systematic study of this vital sector of the economy. Our findings highlight a largely barren academic landscape vis-à-vis recent academic work pertaining to the non-manufacturing sector in general and services sector per se in particular. Therein lies a monumental opportunity for our discipline as a whole.