The analysis of conceptual tools for the study of country of origin effect for hybrid offerings

This paper envisages to analyze theories related to the study of the Country of Origin Effect (COE), specifically in relationship with two types of products: tangible goods and services. It starts from the growing international character of different types of products and from the necessity that companies with international activity to consider the COE concepts when deciding on their competitive advantages. The paper looks at theories on COE for the so-called hybrid products, both for tangible goods and intangible services. Further, it illustrates the existing similarities and differences between the concepts, emphasizing on corresponding consequences for international marketing decisions.