ISSN: 2450-775X
eISSN: 2353-2874
OAI
DOI: 10.18276/miz.2016.46-16
Issue archive /
nr 5 (46) 2016
Country-of-origin effect in professional services – literature review
| Authors: |
Marek
Gnusowski
Uniwersytet Ekonomiczny w Poznaniu, Wydział Zarządzania |
| Keywords: | marketing of services professional services country-of-origin (COO) effect |
| Data publikacji całości: | 2016 |
| Page range: | 9 (155-163) |
| Klasyfikacja JEL: | L84 M31 |
Abstract
The objective of this article is to examine country-of-origin (COO) effect in relation to the professional services. The concept of COO has been broadly analyzed in the marketing literature and is strongly supported by a notable amount of empirical work. However, most COO studies have been conducted with respect to products, whereas the impact of COO in service organizations has been relatively lightly researched. The study indicates directions for future research, basing on an analysis of the literature of marketing of professional services.
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