Marketing i Zarządzanie

Wcześniej: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu

ISSN: 2450-775X     eISSN: 2353-2874     DOI: 10.18276/miz.2016.46-16
CC BY-SA   Open Access   CEEOL

Lista wydań / nr 5 (46) 2016
Country-of-origin effect in professional services – literature review
(Rola efektu kraju pochodzenia (COO) w usługach profesjonalnych − przegląd literatury)

Rok wydania:2016
Liczba stron:9 (155-163)
Klasyfikacja JEL: L84 M31
Słowa kluczowe: marketing usług usługi profesjonalne efekt kraju pochodzenia (COO)
Cited-by (Crossref) ?:
Autorzy: Marek Gnusowski
Uniwersytet Ekonomiczny w Poznaniu, Wydział Zarządzania

Abstrakt

Koncepcja efektu kraju pochodzenia (COO) była wielokrotnie opisywana i analizowana w literaturze marketingowej. Zdecydowana większość prowadzonych w tym zakresie badań dotyczyła produktów materialnych, natomiast zjawisko pozostaje stosunkowo słabo rozpoznane w marketingu usług, a zwłaszcza usług profesjonalnych. Artykuł ma charakter teoretyczny, a jego głównym celem jest analiza zależności pomiędzy efektem kraju pochodzenia a marketingiem usług profesjonalnych. Sformułowane wnioski, oprócz przeglądu dotychczas dostępnej wiedzy, określają również przyszłe kierunki badawcze w tym zakresie. 
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Bibliografia

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