Piccole e medie imprese industriali e mercati internazionali: il contributo di country, company e brand reputation

Translated title of the contribution: [Autom. eng. transl.] Small and medium industrial enterprises and international markets: the contribution of country, company and brand reputation

Loretta Battaglia, Elena Cedrola, Anna Grazia Quaranta

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

[Autom. eng. transl.] The literature and research on the COO carried out over the last fifty years have focused mainly on the effect exercised in the consumer sectors. Among the few scholars who have dedicated themselves to the industrial sectors, some say that the COO has the same importance and covers the same function also in the B2B markets. On the contrary, others argue that industrial customers are less affected by this phenomenon. To contribute to this debate, the paper aims to verify the real importance of the COO for small and medium enterprises operating in the industrial sector. Furthermore, to identify the elements that most influence the country of origin and how much the latter conditions the determination of products and prices. Finally, having established during contacts with the top management of some medium-large industrial companies that a large role is also covered by brand reputation, company reputation and country reputation, the work aims to verify its significance for small and medium-sized businesses of the industrial sector, as well as to identify which elements influence them.
Translated title of the contribution[Autom. eng. transl.] Small and medium industrial enterprises and international markets: the contribution of country, company and brand reputation
Original languageItalian
Title of host publicationProceedings 4° Workshop I processi innovativi nelle piccole imprese “Re-positioning of SMEs in the global value system”
Pages1-24
Number of pages24
Publication statusPublished - 2015
Externally publishedYes

Keywords

  • Italy
  • business to business
  • country of origin
  • empirical study

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