Marketing i Zarządzanie

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

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

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
Cited-by (Crossref) ?:


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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