Title: The Country of Origin (COO) effect on willingness to pay
Christof‘s postgraduate research study, explores whether a positive country of origin (COO) contributes to a higher willingness to pay for skin-care cosmetics. Although COO effects have been explored extensively in the last 6 decades, literature about price related effects of COO is scarce. The study will be performed with an experimental research design in Colombia, a developing country, and the USA, a developed country with a different culture. The results will inform managerial relevance of origin labelling in a globalized world, where many international products are already hybrid products, i.e. sourced from and manufactured in more than one country.
Christof is a senior business manager with extensive professional experience in finance, marketing and sales, and managerial functions in different industries. He holds a bachelor degree from the University of Applied Sciences in Munich and an International Executive MBA in General Management from the University of Salzburg (Austria) and Marburg (Germany).
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