The internationalization of digital services in b2c markets: Branding or country of origin effect? Vendrell-Herrero, Ferrán Parry, Glenn Gomes, Emanuel Bustinza Sánchez, Óscar Fernando Digital services Internationalisation Country of origin B2C Servitization 2015: 4th International Conference on Business Servitization (ICBS 2015). Madrid, November 19-20, 2015. 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. 2016-04-25T09:39:48Z 2016-04-25T09:39:48Z 2015-11 info:eu-repo/semantics/conferenceObject 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] http://hdl.handle.net/10481/41019 eng http://creativecommons.org/licenses/by-nc-nd/3.0/ info:eu-repo/semantics/openAccess Creative Commons Attribution-NonCommercial-NoDerivs 3.0 License Universidad Rey Juan Carlos