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The country-of-origin affect on perception of services
Entry mode decisions as a determinant of usability
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The thesis explores the challenges faced by the service sector in the internationalization process, particularly focusing on country-of-origin effects (COO) and their impact on consumer quality expectations (ESQ). It highlights the unique characteristics of services, such as inseparability of provision and consumption, which complicate market entry strategies. The research investigates whether providing information about training in the company's home country can mitigate the negative effects of incongruence in COO facets, especially when local staff is prioritized over expatriates.
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The country-of-origin affect on perception of services, Nils Peters
- Language
- Released
- 2011
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- Title
- The country-of-origin affect on perception of services
- Subtitle
- Entry mode decisions as a determinant of usability
- Language
- English
- Authors
- Nils Peters
- Publisher
- GRIN Verlag
- Released
- 2011
- Format
- Paperback
- Pages
- 116
- ISBN13
- 9783656020790
- Category
- Business and Economics
- Description
- The thesis explores the challenges faced by the service sector in the internationalization process, particularly focusing on country-of-origin effects (COO) and their impact on consumer quality expectations (ESQ). It highlights the unique characteristics of services, such as inseparability of provision and consumption, which complicate market entry strategies. The research investigates whether providing information about training in the company's home country can mitigate the negative effects of incongruence in COO facets, especially when local staff is prioritized over expatriates.