Objective: The purpose of this paper is to identify the understanding and strategic importance of the country of origin (COO) and its dimensions from the perspective of the emerging market firms. Methods: A qualitative approach was applied using in-depth interviews with 11 informants from owners...

This was a systematic review to explore the nature of marketing of healthcare organisations in an international context. The objectives were to: systematically collect, document, scrutinise and critically analyse the current research literature on healthcare marketing; establish the scope of...