Edited by Subhash C. Jain
Chapter 23: Country of Origin Effect: Synthesis and Future Direction
23. Country of origin eﬀect: synthesis and future direction Narasimhan Srinivasan and Subhash C. Jain INTRODUCTION The country of origin (COO) eﬀect has been examined in the literature for at least 35 years. Hundreds of journal articles and numero...
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