The paper aims to verify if the Country of Origin effect matters in industrial sectors, particularly in business relations between firms belonging to markets with high cultural distance. The study were carried out on a sample of 338 firms (quantitative phase) and on 14 firms in the subsequent qualitative phases
Battaglia, L., Cedrola, E., Country of origin effect in business to business markets – The impact of the Italian country image on business models and relations in China, in Globalization and Marketing Performance - Proceedings of the Global Marketing Conference at Seoul, (Seoul, 19-22 July 2012), Seoul:Ewha Womans University, Seoul 2012: 1-5 [http://hdl.handle.net/10807/33518]
Country of origin effect in business to business markets – The impact of the Italian country image on business models and relations in China
Battaglia, Loretta;Cedrola, Elena
2012
Abstract
The paper aims to verify if the Country of Origin effect matters in industrial sectors, particularly in business relations between firms belonging to markets with high cultural distance. The study were carried out on a sample of 338 firms (quantitative phase) and on 14 firms in the subsequent qualitative phases
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