The country of origin effect (COO) in the industrial sectors: the results of an empirical study

Loretta Battaglia, Elena Cedrola, Anna Grazia Quaranta

Risultato della ricerca: Contributo in libroChapter

Abstract

The literature and research on COO have mainly focused on its effect in the consumption markets (B2C). Among the few scholars who have devoted themselves to industrial sectors, some believe that the COO has the same importance and covers the same function in the B2B markets such as those in B2C. In contrast, others argue that the industrial customers are less influenced by this phenomenon. To contribute to this debate we selected a group of Italian companies operating in different industries that operate in at least one foreign market. We administered a questionnaire electronically, and collected data and information regarding the internationalization of enterprises, the country of origin effect and its relevance, the elements that most influence the country of origin effect. The data also allowed us to examine the importance of company reputation and brand reputation in the process of internationalization of B2B industries.
Titolo tradotto del contributo[Autom. eng. transl.] The country of origin effect (COO) in the industrial sectors: the results of an empirical study
Lingua originaleItalian
Titolo della pubblicazione ospiteThe proceedings of the International Conference Marketing Trends, Paris, 22-23-24 gennaio 2015
Pagine1-5
Numero di pagine5
Stato di pubblicazionePubblicato - 2015

Keywords

  • Italia
  • Italy
  • business to business
  • country of origin
  • empirical study
  • ricerca empirica

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