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.
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]
Italian country image: the impact on business models and relations in Chinese business-to-business markets
Cedrola;Elena; Battaglia
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.
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