International Marketing Strategy: The Country of Origin Effect on Decision-Making in Practice

by Giovanna Pegan

Introduction.- Strategic Entry Modes and Country of Origin Effect.- Country-of-Origin Valorization in Exporting: Insights from Companies and Foreign Importers.- Country of Origin and International Contractual Marketing Channels: Evidence from Specific Product-Market Perspectives.- From Country-of-Oriigin Effect to Brand Origin: Challenges in International Direct Marketing Channels.- The Role of Country of Origin in Foreign Retailers' Strategies.- Online Channels and the Country of Origin.- Conclusion.

• Format: Paperback
• Language: English
• ISBN: 3030335909
• ISBN13: 9783030335908
• Release Date: December 2020
• Publisher: Springer
• Length: 188 Pages
• Weight: 0.64 lbs.
• Dimensions: 0.4" x 6.1" x 9.2"