科研之友
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摘要
In this paper we investigated the influence of the country of origin effect on the success of the products in international markets. The country of origin effect consists in the totality of influences that the country of origin has on the buyer behavior of a product or service. The methodology of research required the classification of brands in four categories, depending on the development of the country of origin and the awareness of the activity sector at international level. For each group we selected a few world-wide known brands and we analyzed the way their success is influenced by the considered determinants.
- 出版日期2010
