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Please use this identifier to cite or link to this item: http://hdl.handle.net/10481/41019

Title: The internationalization of digital services in b2c markets: Branding or country of origin effect?
Authors: Vendrell-Herrero, Ferrán
Parry, Glenn
Gomes, Emanuel
Bustinza Sánchez, Óscar Fernando
Issue Date: Nov-2015
Abstract: Though the increasing trend towards globalisation presents enormous opportunities for international market expansion, it has been acknowledged that the success of an internationalisation strategy depends, among various other factors, upon having a good understanding of the attitudes that consumers from different countries have towards foreign products or services. Previous research focused on the perception of digital formats for final consumers, and its influence on supply chain approaches. However, there is not a clear understanding about the internationalization patterns of digital services yet. The present research aims to shed light on this gap by building upon existing international business and marketing literatures constructs such as country-of-origin (COO) effect and cultural distance. We hypothesize that these variables are as important as the brand of the digital service provider in influencing consumers’ purchasing decisions.
Publisher: Universidad Rey Juan Carlos
Description: Servitization 2015: 4th International Conference on Business Servitization (ICBS 2015). Madrid, November 19-20, 2015.
Keywords: Digital services
Internationalisation
Country of origin
B2C
URI: http://hdl.handle.net/10481/41019
Rights : Creative Commons Attribution-NonCommercial-NoDerivs 3.0 License
Citation: Vendrell-Herrero, F.; Parry, G.; Gomes, E.; Bustinza Sánchez, O.F. The internationalization of digital services in b2c markets: Branding or country of origin effect?. En: The Fourth International Conference on Business Servitization. Madrid: Universidad Rey Juan Carlos, (2015). [http://hdl.handle.net/10481/41019]
Appears in Collections:SEJ478 - Comunicaciones congresos, conferencias,...

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