Word-of-mouth referral sources for buyers of international corporate financial services

摘要: Abstract Managing word-of-mouth promotion for corporate or commercial services has received little research attention, even less in an international context—surprising given the growth and importance of global economy. This study explores issue who does referring financial world’s two largest economies: U.S. Japan. Decision makers both locations made initial purchase 48 Japanese American companies were interviewed regarding whom they used as a referral source. A total 13 different types sources identified grouped into four categories. The dominant type source was “insider” (headquarters, partner, investor) companies, especially foreign market. Otherwise, buyers more variety than did Americans domestic locations. General implications marketers Japan are discussed.