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  • The Country of Origin Effect on Decision-Making in Practice
    Giovanna Pegan; Donata Vianelli; Patrizia de Luca
    978-3-030-33588-5
    2020
    Edition 1
    • Integrates the debate about the country of origin effect giving voice to companies, international importers and retailers
    • Presents the constraints of companies in enhancing the value of the country of origin with several international marketing channels
    • Investigates business challenges towards appropriating the value of the country of origin

    €100

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