The paper aims to verify if country-of-origin effect matters in industrial sectors (BTB), particularly in business relations between firms belonging to markets with high cultural distance. The study was carried out on a sample of 338 firms in the quantitative phase and on 14 firms in the subsequent qualitative phase.
Cedrola, E., Battaglia, L., Country-of-origin effect and firm reputation influence in business-to-business markets with high cultural distance, in Aiello, G., Donvito, R., Vescovi, T. (ed.), Global branding and country of origin. Creativity and passion, ROUTLEDGE, Abingdom 2015: 38- 52 [http://hdl.handle.net/10807/80345]
Country-of-origin effect and firm reputation influence in business-to-business markets with high cultural distance
Cedrola, ElenaPrimo
;Battaglia, LorettaUltimo
2015
Abstract
The paper aims to verify if country-of-origin effect matters in industrial sectors (BTB), particularly in business relations between firms belonging to markets with high cultural distance. The study was carried out on a sample of 338 firms in the quantitative phase and on 14 firms in the subsequent qualitative phase.
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