9781003413639_10.4324-9781003413639-1.pdf
This introductory chapter provides a general overview of the content of this monograph contains and its key areas of focus, namely a multi-faceted approach to country-of-origin (COO) and its dimensions, and country-of-origin effect (COE), including both consumer and strategic perspectives, as well a...
| Language: | English |
|---|---|
| Published: |
Taylor & Francis
2023
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