Partitioning Country of Origin Effects: Consumer Evaluations of a Hybrid Product
Recent cases in strategic alliances observed in the U.S. automobile and numerous other consumer product industries point up an important area of research that has not received enough attention in the literature. Complex products involving multiple country affiliations have become much more common.© 1993 JIBS. Journal of International Business Studies (1993) 24, 291–306
Volume (Year): 24 (1993)
Issue (Month): 2 (June)
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