Does retailer country of origin effects exist in transition economies? An Estonian case study
by Brent McKenzie
International Journal of Management Practice (IJMP), Vol. 3, No. 3, 2009

Abstract: This study examines the Country of Origin (COO) effects on retail practice, and retailer choice, within the Republic of Estonia. The findings, based on empirical survey data, which were collected over a 5-year period, are used to analyse this question. The initial findings intimate that Estonian consumers may have little commitment to any one store, regardless of the store nationality, or the store actions. In contrast, the findings from the later study indicated that the COO of the retailer was generally supplanted by retail operational measures. Implications to retail and service research and business practice, both within and outside of Estonia are discussed.

Online publication date: Mon, 12-Jan-2009

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