Country-of-Origin Effect in International Business: Strategic and Consumer Perspectives - Paperback
Country-of-Origin Effect in International Business: Strategic and Consumer Perspectives - Paperback
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by Anna Grudecka (Editor), Marzanna K. Witek-Hajduk (Editor)
This book points out various aspects of COO, its dimensions and COE that remain significant challenges for consumers, companies and brands not only from emerging and developing countries but also from developed ones.
Author Biography
Marzanna K. Witek-Hajduk is a full professor at the SGH Warsaw School of Economics, Poland, chair of the International Business Department and deputy dean of the Doctoral School at the SGH Warsaw School of Economics. Her research interests focus on international business, marketing and branding, including Internet-based and Internet-enabled internalization.
Anna Grudecka, PhD, is an assistant professor at the SGH Warsaw School of Economics, Poland, in the Department of International Business. Her research focuses on brand management in the international market, consumer behaviour and international business.
