Country-of-origin effect and firm reputation influence in business-to-business markets with high cultural distance

Elena Cedrola and Loretta Battaglia

Journal of Global Scholars of Marketing Science, 2013, vol. 23, issue 4, 394-408

Abstract: The paper aims to verify if country-of-origin effect matters in industrial sectors (BTB), particularly in business relations between firms belonging to markets with high cultural distance. The study was carried out on a sample of 338 firms in the quantitative phase and on 14 firms in the subsequent qualitative phase.

Date: 2013
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DOI: 10.1080/21639159.2013.818280

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