Italian country image: the impact on business models and relations in Chinese business-to-business markets

Elena Cedrola, Loretta Battaglia

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

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.
Original languageEnglish
Title of host publicationInternational Marketing and the Country of Origin Effect. The global Impact of ‘Made in Italy’
Pages81-107
Number of pages27
Publication statusPublished - 2012

Keywords

  • business to business
  • country of origin
  • empirical research
  • taly

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