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Englishthe chapter aims to verify if the COO effect really matters in business-to-business (BTB) relations, particularly in business relations between firms that belong to markets with high cultural distance. We selected China with reference to this investigation. A second objective is to identify the elements that come into play in the evaluation of Italian offers and whether there are differences of perception according to the business sector considered.
| Autori: | |
| Titolo: | Italian country image: the impact on business models and relations in Chinese business-to-business markets |
| ISBN: | 9781781955604 |
| Data di pubblicazione: | 2012 |
| Abstract: | the chapter aims to verify if the COO effect really matters in business-to-business (BTB) relations, particularly in business relations between firms that belong to markets with high cultural distance. We selected China with reference to this investigation. A second objective is to identify the elements that come into play in the evaluation of Italian offers and whether there are differences of perception according to the business sector considered. |
| Lingua: | Inglese |
| Editore: | Elgar Publishing |
| Citazione: | Cedrola, E., Battaglia, L., Italian country image: the impact on business models and relations in Chinese business-to-business markets, in Bertoli, G., Resciniti, R., International Marketing and the Country of Origin Effect. The global Impact of ‘Made in Italy’, Elgar Publishing, Cheltenham 2012: 81-107 [http://hdl.handle.net/10807/60874] |
| Appare nelle tipologie: | In libro senza curatela: Capitolo o saggio; Prefazione/Postfazione; Breve introduzione; Schede di catalogo, repertorio o corpus |
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