International Marketing Strategy

Giovanna Pegan, Donata Vianelli and Patrizia de Luca
Additional contact information
Giovanna Pegan: University of Trieste
Donata Vianelli: University of Trieste
Patrizia de Luca: University of Trieste

in International Series in Advanced Management Studies from Springer, currently edited by Alberto Pastore

Date: 2020
ISBN: 978-3-030-33588-5
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Chapters in this book:

Ch Chapter 1 Introduction to the Country of Origin Effect in International Marketing Strategies

Giovanna Pegan, Donata Vianelli and Patrizia de Luca

Ch Chapter 2 Strategic Entry Modes and Country of Origin Effect

Giovanna Pegan, Donata Vianelli and Patrizia de Luca

Ch Chapter 3 Country of Origin Valorization in Exporting: Insights from Companies and Foreign Importers

Giovanna Pegan, Donata Vianelli and Patrizia de Luca

Ch Chapter 4 Country of Origin and International Contractual Marketing Channels: Evidence from Specific Product–Market Perspectives

Giovanna Pegan, Donata Vianelli and Patrizia de Luca

Ch Chapter 5 From Country of Origin Effect to Brand Origin: Challenges in International Direct Marketing Channels

Giovanna Pegan, Donata Vianelli and Patrizia de Luca

Ch Chapter 6 The Role of Country of Origin in Foreign Retailers’ Strategies

Giovanna Pegan, Donata Vianelli and Patrizia de Luca

Ch Chapter 7 Online Channels and the Country of Origin

Giovanna Pegan, Donata Vianelli and Patrizia de Luca

Ch Chapter 8 Conclusion to the Country of Origin Effect on Decision-Making in Practice

Giovanna Pegan, Donata Vianelli and Patrizia de Luca

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DOI: 10.1007/978-3-030-33588-5

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