[Autom. eng. transl.] The literature on Country Of Origin (COO) is mainly focused on consumer sectors (B2C). In the industrial sector (B2B) the number of studies is scarce and among the theorists there are two currents. Some believe that the COO has the same importance as the consumer market, while others argue that industrial buyers are less likely to be influenced by it. The contribution is part of this debate, with the aim of verifying whether the COO effect is really important in B2B, and to investigate if there are differences in perception between sectors.
|Translated title of the contribution||[Autom. eng. transl.] The country of origin effect in industrial sectors: the results of an empirical research|
|Title of host publication||Food marketing: mercati, filiere, sostenibilità e strategie di marca|
|Number of pages||10|
|Publication status||Published - 2014|
- business to business
- country of origin
- ricerca empirica