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

Elena Cedrola, Loretta Battaglia

Risultato della ricerca: Contributo in libroChapter

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.
Lingua originaleEnglish
Titolo della pubblicazione ospiteInternational Marketing and the Country of Origin Effect. The global Impact of ‘Made in Italy’
Pagine81-107
Numero di pagine27
Stato di pubblicazionePubblicato - 2012

Keywords

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

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