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.
|Title of host publication||International Marketing and the Country of Origin Effect. The global Impact of ‘Made in Italy’|
|Number of pages||27|
|Publication status||Published - 2012|
- business to business
- country of origin
- empirical research