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

by Giovanna Pegan, Patrizia De Luca, Donata Vianelli

Consumers in most parts of the world now have global access to products beyond those offered in their countries and cultures. This new space for comparison defined by globalization can result in very different purchasing behaviors, including those influenced by the 'country of origin'. This book investigates this effect, one of the most controversial fields of consumer literature, from a company perspective. In particular, it demonstrates the strategic...

• Format: Hardcover
• Language: English
• ISBN: 3030335879
• ISBN13: 9783030335878
• Release Date: December 2019
• Publisher: Springer
• Length: 188 Pages
• Weight: 1.02 lbs.
• Dimensions: 0.5" x 6.1" x 9.2"