International Marketing Strategy: The Country of Origin Effect on Decision-Making in Practice (Hardcover, 2020)

Introduction.- Strategic Entry Modes and Country of Origin Effect.- Country-of-Origin Valorization in Exporting: Insights from Companies and Foreign Importers.- Country of Origin and International Contractual Marketing Channels: Evidence from Specific Product-Market Perspectives.- From Country-of-Oriigin Effect to Brand Origin: Challenges in International Direct Marketing Channels.- The Role of Country of Origin in Foreign Retailers' Strategies.- Online Channels and the Country of Origin.- Conclusion.