International marketing strategy: the country of origin effect on decision-making in practice
Auteur :
Pegan, Giovanna / Vianelli, Donata / de Luca, Patrizia
Éditeur :
Springer Nature Switzerland AG
ISBN :
9783030335908
Date de publication :
6 déc. 2020
Dimensions :
23,5 x 15,5 cm
Langue :
Anglais
Pays d'origine :
Suisse
Consumers in most parts of the world now have global access to products beyond those offered in their countries and cultures. It also addresses the challenges connected with utilizing the value of the country of origin by considering different entry modes and international marketing channels.